About this episode

The episode discusses strategies for keeping a 180-year-old luxury brand relevant for modern consumers, featuring insights from Kristy Keyte, CMO of Penfolds.

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. Hosted on Acast. See acast.com/privacy for more information.

People in this episode

Host: Jane Ostler

Guest: Kristy Keyte

Topics covered

• luxury branding
• heritage brands
• brand strategy
• consumer behavior
• pricing power
• resilience in business

Keywords

• luxury brand
• heritage brand
• brand strategy
• consumer relevance
• pricing power
• emotional branding
• market resilience

Mentioned in this episode

Organizations: Penfolds, Kantar, Saïd Business School, Oxford University

Explore listener stats, chart rankings, contacts and more on the Future Proof podcast page.