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Future Proof

How Do You Future Proof a 180 Year Old Luxury Brand?

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How do you keep a 180‑year‑old brand relevant for the next generation of consumers?


In this episode of Future Proof, Jane Ostler is joined by Kristy Keyte, CMO of Penfolds, to explore what it really takes to grow a heritage brand in an increasingly volatile world. From reframing Penfolds as a luxury brand rather than a wine brand, to sharpening brand codes, driving difference, and building salience at the point of choice, Kristy shares how a more rigorous approach to brand strategy is shaping decision‑making across the business.


The conversation also digs into pricing power as a critical marker of brand strength, the role of emotion and meaning in luxury, and how brands can stay resilient amid cost pressures, changing consumption habits and global uncertainty.

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