In an industry saturated with events, cocktail hours and parties, All Terrain knew that attracting the desired mix of top industry influencers, buyers, aficionados and trade press was key for Penfolds to be successful in delivering their brand story. With that, Penfolds House was born – a luxury, one-of-a-kind event, created within the historic Villard Mansion in Manhattan, an iconic and intriguing venue that could both embody the brand’s sensibility and attract curious industry leaders, press and respected enthusiasts. The two-day experience was comprised of seminars, re-corking clinics, authentication sessions and an experiential journey through the 170-year history of the Penfolds brand.