An Extraordinary Launch, Born From Extraordinary Circumstances.

Over the past two decades, Penfolds had been working on its California Collection, the vineyard’s very first wine from outside Australia in its one-hundred-and-seventy-seven-year history. Unfortunately, the long-anticipated release happened to be in the middle of a global pandemic, so 9Rooftops went to work to completely reimagine what a launch could be.

The result was innovative and grand, yet intimate— The California Collection Virtual Inaugural Release, an invite-only event streamed live from Adelaide, Australia, San Francisco, and Los Angeles.

The event kicked off with a dance piece, choreographed to artfully express the California Collection’s origin story, which utilized performers who were sidelined because of Covid. This was followed by a live tasting in which virtual attendees took advantage of their custom wine kits to learn about the collection in real time alongside the Penfolds winemakers. Additionally, 9Rooftops developed a subset of VIP kits exclusively for influencers, media and celebrities, including wine lovers and funny women, Courtney Cox and Rebel Wilson.

The event’s grand finale was a custom concert performed high atop the Hollywood hills by none other than Tony-Award-winning and Oscar-nominated actor and singer, Leslie Odom Jr.