Treasury Wine Estates is closing the Penfolds Cellar Door in the Barossa Valley.
A Penfolds spokeswoman confirmed the closure to WBM today.
“The cellar door will close in June,” she said.
“It will allow us to focus more on our Magill Estate site – which is the spiritual home of Penfolds.”
The cellar door – built in 1911 – is located on Tanunda Road at Nuriootpa.
It has been a major feature of Barossa wine tourism for years and much loved by visitors.
Treasury has spent tens of millions of dollars upgrading the Magill Estate site in recent years including a new cellar door.
Magill Estate is home to the famous Penfolds Magill Estate Restaurant.
Delicious recently named the Penfolds cellar door in the Barossa in its list of “17 of the very best places to eat, drink and stay in the Barossa Valley”.
“Any guide to the Barossa Valley should include a mention of the Penfolds flagship, a site that the prestigious brand has called home since 1910,” the article said.
“The cellar door remains one of the region’s best, offering daily tastings as well as the chance to make your own blend.”
Last year Treasury Wine Estates announced that it was selling its commercial brands Wolf Blass, Lindeman’s, Yellowglen and Blossom Hill.
The company – which celebrated its 180th anniversary last year – has made no secret of its plans to move more upmarket, with Penfolds the jewell in the crown.
Penfolds and the Barossa have been inextricably linked throughout the history of the brand.
The Penfolds Barossa Valley Cellar Door is hosting an event at this year’s Barossa Vintage Festival called ‘Penfolds Wines: A Taste of the Barossa’.
“This unique experience concludes with an open-barrel tasting of Penfolds Grandfather Rare Tawny, perfectly complemented by a custom-churned tawny-flavoured ice cream from Barossa Ice Cream,” the marketing material says.
One for the history books.
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