Case Study:
Penfolds
Creating one global way of selling a luxury brand
The challenge
Penfolds, one of Australia’s most iconic wine brands, was evolving from a traditional commercial sales approach towards a more sophisticated model of luxury customer leadership.
With teams spanning three continents, the challenge was to create a consistent way of selling and influencing customers globally, while recognising the different markets, cultures and ways of doing business across each region.
The ambition was bigger than developing a new sales approach. Our challenge was to create a shared commercial language and a distinctive way of influencing customers that reflected the expectations of a global luxury brand.
Our approach
We knew from the outset that co-creation would be critical to making the new Penfolds Way credible, relevant and owned by the people who would bring it to life.
Regional project leaders were appointed across each market, alongside Sales Champions who would help embed the approach locally and sustain momentum beyond the programme itself. Working closely with Penfolds, we developed the content, tools and experiences around the new way of selling. We also created three bespoke training films featuring customer interviews, bringing to life what great partnership looks like from the customer’s perspective.
The programme was then taken on a global roadshow, with events across each key region. The core “Penfolds Way” remained consistent globally, while the case studies, examples and application were adapted to reflect local market dynamics and ways of doing business.
Uspire joined the global roadshow to launch and embed the Penfolds Way of Customer Influence, bringing the new approach to life across the international sales organisation.
The results
The programme created a common commercial language and shared way of selling across Penfolds’ global sales organisation, while giving regional teams the flexibility to apply it within their own markets.
Crucially, the capability has continued to live beyond the initial programme. Regional Champions continue to reinforce the learning through monthly sales meetings, helping keep the Penfolds Way embedded in everyday commercial activity.
The longer-term business performance has been equally significant. Across FY23–FY25, Penfolds roughly tripled EBITS relative to its FY22 base, while NSR increased from under $900m to more than $1bn.
‘’Uspire has been a trusted partner in helping us build world-class commercial capability across Penfolds. Their approach combines practical learning with real business application, enabling our teams to strengthen luxury selling, negotiation and customer leadership skills while embedding a common commercial language across markets. Most importantly, their champion-led model ensures capability is sustained long after the workshops end, helping us build stronger teams, stronger customer partnerships and a stronger platform for future growth.’’
Tom King
Managing Director
Penfolds
