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Penfolds Launches Max’s, A Tribute Range

Max’s, a brand-new range of Penfolds wines commemorating former Chief Winemaker Max Schubert AM, is making its debut in Indonesia in January.

Max’s lineup comprises a 2014 Shiraz, 2014 Shiraz Cabernet and 2014 Cabernet Sauvignon, and aims to entice younger wine lovers looking for an expressive and vibrant range of wines for immediate enjoyment.

Max Schubert was a prominent figure in the Australian wine industry. At the age of 16, he started his career as a messenger boy at Penfolds, where he thrived and later became the chief winemaker at the age of 33. His expertise in wine-making made Penfolds a point of pride for the nation. He secretly developed the iconic Penfolds Grange wine for three years and, upon it being unveiled to the public, Max earned an accolade as the creator of Australia’s flagship red.

“The wait is over. We are extremely excited to launch the Penfolds Max’s collection, as a tribute to one of our greatest legends. This is Penfolds’ first new range in over a decade and the very first collection named after a winemaker. With this range, we are recognizing Max Schubert’s invaluable contribution to Penfolds, while celebrating his innovative spirit, vision and determination,” said Patrick Dowling, Penfolds wine-making ambassador.

The Max’s tribute range of wines complements Penfolds’ collections. Each of the reds was matured for 12 months in French oak (10 percent new), with the balance in seasoned French and American oak hogsheads. Every bottle stands out on its own, offering more contemporary wines with hints of fruits and supple tannin, making them more approachable.

The 2014 Shiraz presents a plush Shiraz fruit, chocolate, and coffee flavor across the palate with earthy tannins in the body, while the 2014 Shiraz Cabernet gives an amalgam of berried fruits and mixed spices with focused tannins and sensitive oak affording a firm grip on the finish. The 2014 Cabernet Sauvignon offers a dense, long and full body with firm tannins as well as savory and varietal fruity notes.

At a recommended retail price of Rp 1 million, the Max’s range is currently available at Altitude The Plaza, Proof and Bottle Wine & Spirits. In addition, Penfolds Max’s wines will retail at all Red & White outlets from Feb. 15 onwards with the very special promotional offer of a free Riedel decanter with the purchase of any two bottles of Max’s wines.

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Photographs by: Penfolds

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