The Australian powerhouse Penfolds is reshaping its presence in one of the world’s most prestigious wine regions—the Médoc in Bordeaux.
Through a combination of vineyard renewal, architectural projects, and strategic brand management, the group is signaling a long-term commitment to France while maintaining its distinctive global style.
Renovating Château Lanessan
Since 2022, Château Lanessan, situated near the Saint-Julien appellation, has been undergoing a major transformation.
- Vineyard Expansion: 20 hectares of new vines have been planted, with irrigation systems installed to support young plantings.
- Soil & Vine Renewal: A comprehensive replanting program is underway to improve vineyard health and fruit quality. By 2028, the estate is expected to reach 95 hectares, with 40 hectares already replanted since 2023.
- New Winery: A state-of-the-art winery, designed by Mazières Architectes et Associés, is scheduled for completion in time for the 2028 harvest. Its capacity will allow processing of up to 500 tons of grapes, blending modern winemaking with Médoc heritage through a design that reflects the 19th-century English-inspired architecture of the Hameau de Lanessan.
According to Steph Dutton, Penfolds’ Director of Winemaking, the winery will anchor Penfolds’ Bordeaux production for decades to come.
Beyond Tradition: Innovation and Style
Penfolds is known for pushing boundaries. In 2021, the group created a cross-hemisphere cuvée with Jaboulet, blending Syrah from France and Australia. Although EU regulations prevented French bottling, the experiment highlighted Penfolds’ readiness to innovate outside traditional frameworks.
In Bordeaux, the same spirit is evident: Château Cambon La Pelouse has been repurposed as a hub for French Winemaking Trial (FWT) cuvées.
- FWT 585: A Bordeaux blend of Cabernet Sauvignon, Merlot, and Petit Verdot.
- FWT 543: A Syrah crafted with grapes sourced from Languedoc-Roussillon and the Rhône Valley.
Both wines carry the Vin de France designation, reflecting Penfolds’ flexible approach to regional boundaries. As a result, the Cambon La Pelouse and Bellevue brands will be discontinued, making the final 2023 and 2024 vintages potential collector’s items.
Lanessan’s Future and Wine Tourism
While innovation is central, Château Lanessan will continue to produce wines under its own historic label. Technical director Pablo Laborde emphasizes the importance of replanting and soil improvement, and even hints at the possibility of Malbec being introduced in the future—a nod to Bordeaux’s historic varietal diversity.
Beyond vineyards and cellars, Penfolds aims to transform Lanessan into a wine tourism destination. The estate already hosts a horse museum and may expand to include a restaurant and visitor accommodations, offering guests an immersive Bordeaux experience. No opening date has been announced, but the project reflects a broader strategy to merge oenology, culture, and hospitality.
Balancing Heritage and Global Vision
With its investments in Médoc, Penfolds is crafting a narrative that blends Bordeaux tradition with international innovation. By modernizing vineyards, building new infrastructure, and introducing dynamic winemaking projects, the group is positioning itself not just as an Australian icon but as a global luxury wine brand rooted in multiple terroirs.
The story unfolding in Bordeaux reflects a broader shift in the global wine industry: established regions opening to foreign investment, and international producers weaving their own identity into local traditions.
Source: Vinetur