Penfolds’ latest vintage release, featuring its flagship Grange, lands on August 6 with no like-for-like price increases across the overlapping 2025 and 2026 range.
Grange retains a recommended retail price of $1000 a bottle, yet major retailers are expected to undercut that figure.
Large chains may list the 2022 Grange at around $990 or less, especially if a promotional battle ignites between Coles and Dan Murphy’s.
Other premium Penfolds labels in the release, including Bin 707, Bin 389, Bin 798, Yattarna chardonnay and St Henri, also stay anchored at last year’s ticket.
Retailers are tipping stronger demand for lower-priced wines as higher everyday living costs squeeze budgets for collectible and luxury bottles.
Penfolds is responding by effectively freezing top-end prices, aiming to protect volume without discounting the prestige of its flagship range.
The company frames the stable pricing across its collection as a conscious strategy rather than a temporary promotion.
Wine enthusiasts now prepare for the new vintage drop knowing the usual annual price step-up is off the table.
Wine industry watchers say even high-end drinkers are more price-sensitive in the current environment.
Penfolds’ decision balances brand cachet with the reality of stretched household finances and intensifying competition between big-box liquor retailers.
The stalemate on price also sets the stage for potential retailer-led discounting, particularly if Coles and Dan Murphy’s push to win collectors on launch day.
How aggressively those chains choose to compete now hangs over the 2022 Grange’s real-world shelf price.
