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Penfolds opens multi-million dollar cellar door upgrade

Penfolds has unveiled a multi-million dollar revamp of its spiritual home, Magill Estate, offering visitors a host of new attractions, including the opportunity to sample Grange by the glass.

The redevelopment of the Magill Estate cellar door, restaurant and visitor experience, located in Rosslyn Park on the outskirts of Adelaide, reflects the growing importance of wine tourism to Australian wine producers.

Changes include a repositioned cellar door facility at the front of the winery, which offers a number of wine education features, as well as artefacts gathered from the Penfolds family.

Historic wines on display include 1983 Magill Estate Shiraz – the inaugural vintage – as well as the Penfolds Ampoule, Series one 50 Year Old Rare Tawny and 2010 Bin 170 Kalimna Shiraz, made to mark Penfolds’ 170th anniversary.

The visitor centre offers tutored tastings and tours, plus the chance to view Grange creator Max Schubert’s personal Grange collection, from the experimental 1951 bottling up to the current 2010 vintage, with every bottle up to 1988 signed by Schubert himself.

The new Magill Estate Kitchen offers indoor and outdoor dining overlooking the original Penfolds vineyards, and the chance to sample Penfolds Grange by the glass.

Visitors can also discover one of the secret spots used by Schubert to conceal the ‘hidden’ Grange vintages of 1957-59, made after he was ordered to stop the wine’s production.

‘Wine tourism is extremely important to wineries in Australia as consumers look for a more rounded experience when they visit the region – the food, the wine, the characters and the culture,’ said Simon Marton, chief marketing officer at Penfolds owner Treasury Wine Estates.

‘Providing an engaging cellar door experience true to your brand is critical.’

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