Every Aussie knows that among the thousands of wineries across the sixty-five wine regions in Australia, no winery is more famous than Penfolds.

Founded in Adelaide in 1844, Penfolds is one of the oldest and most influential wineries in the country and is currently part of the Melbourne-based global winemaking group Treasury Wine Estates Ltd.

Penfolds’ flagship product – the Penfolds Grange – is considered one of the world’s most desirable wines, and is sought out internationally due to its quality and reputation

Naturally, a bottle of Grange doesn’t come cheap either. The contemporary versions of their original vintage cost between $400 to $800 per bottle, and the much older vintages fetch five to six-figure price tags.

In 2004, it was reported that the first vintage, 1951, was sold at an auction for a jaw-dropping price of $50,000 for one bottle. That’s how expensive these wines are.

So it should come to no surprise that one customer had to fork out a hefty sack of gold to purchase a complete collection of Penfolds Grange, which includes a bottle of every vintage since 1951, at Dan Murphy’s.

In a move that’s widely believed to be the largest individual purchase ever made at Dan Murphy’s (or any liquor store in Australia), the customer bought the whole set for a whopping $400,000.

The rare wine collection contains every vintage since 1951. Credit: Dan Murphy’s.
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Alex Freudmann, Dan Murphy’s Managing Director, said: “It is believed there are only a few dozen of the 1951 Penfolds Grange bottles in circulation, and this vintage is particularly coveted among collectors to complete a set.”

The whole collection included every vintage release of Penfolds Grange – including the highly prized 1951 vintage (which was sold last month for $157,000, making it the most expensive Australian wine of all time) – and several bottles signed by Penfolds’ current chief winemaker Peter Gago.

And according to wine collectors, the deal was a bargain of a lifetime. Some foreign cult wines, like Screaming Eagle or Château Lafite-Rothschild, have been recently sold at auctions for over $400,000, so getting a complete set of Penfolds Grange bottles (including the world-renowned 1951 vintage) for almost the same price is, believe it or not, quite the bargain! Seventy-one bottles for the price of one? What a steal!

The most coveted in the collection is from 1951, which is the first vintage ever made of Penfolds Grange. Credit: Dan Murphy’s.
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Now before you ask what this special wine tastes like, we’re afraid you may never know. These bottles aren't being opened any time soon.

Mr Freudmann said that the customer purchased the complete set for investment purposes, since Penfolds Grange sets are “becoming rarer while their value keeps increasing”.

“Due to lockdowns and record-low interest rates, many customers have had more savings in their bank than ever,” he added.

“Many have chosen to go up the shelf and treat themselves to a bottle of Australia's most iconic wine from the comfort of their home which is one reason why demand has soared, while some took their love of fine wine to the next level and started exploring Penfolds Grange as an investment.”

Much like investing in properties, stocks, and cryptocurrencies, it seems like investing in vintage wines has been added to the list of long-term investments many Australians have been making.

Are any of you wine collectors? What do you think of this mammoth purchase? Let us know in the comments below.

 

[Ricci]

I suppose having an expensive bottle of wine would be on a par with having an expensive painting hanging on the wall. However, as I'm highly unlikely to have either I can only be amazed that people are happy to splash so much cash.

 

[KatKop]

I suppose having an expensive bottle of wine would be on a par with having an expensive painting hanging on the wall. However, as I'm highly unlikely to have either I can only be amazed that people are happy to splash so much cash.

I can still the sense of having an expensive painting (provided that you actually enjoy it, of course!) but to pour that much money down your throat!?! Aaah well, it takes all kinds to make a world ...

 

[Ricci]

I can still the sense of having an expensive painting (provided that you actually enjoy it, of course!) but to pour that much money down your throat!?! Aaah well, it takes all kinds to make a world ...

I don't think you're actually meant to drink it, just gaze lovingly at it.

 

[leanneh]

Investing in anything is a practice for which I will never have the surplus capital but many people do invest in a large variety of things. My brother is a true investor. He has been investing in numerous things since he had his first job delivering phone books and bought $100 worth of Apple stock which are now extremely valuable. As it happens he also invests in wine and rents huge cellaring space in Victoria. He explained to me that the $400,000 Grange buy was the bargain of the century. He said he would have happily paid the price for the valuable collection because it could easily double in value within 10 years. I'd just like to have enough money to think about it.

 

[KatKop]

Investing in anything is a practice for which I will never have the surplus capital but many people do invest in a large variety of things. My brother is a true investor. He has been investing in numerous things since he had his first job delivering phone books and bought $100 worth of Apple stock which are now extremely valuable. As it happens he also invests in wine and rents huge cellaring space in Victoria. He explained to me that the $400,000 Grange buy was the bargain of the century. He said he would have happily paid the price for the valuable collection because it could easily double in value within 10 years. I'd just like to have enough money to think about it.

Good to hear about your brother's experience @leanneh

 

[Vinylted]

I like to drink wine, Rare old bottles are probably not drinkable any more, so for show only! You get enjoyment looking at a piece of art, but just looking at a bottle, as was said takes all sorts and some have more money than they know what to do with!