Penfolds has launched its first global advertising campaign in six years.

The Foster's-owned wine unit said today (4 October) that the campaign, entitled 'For Love, Not Money', aims to communicate the message that Penfolds is made with passion and pride, rather than wealth, fame, or recognition.

The campaign, which will run in Australia, the UK, the Nordics, United Arab Emirates, the US and Asia until December. Print advertising, translating the message "to celebrate - not the success - but the endeavour" will span magazine titles such as Spectator, Private Eye, and National Geographic.

Penfolds global brand director, Sandy Mayo said: "This campaign is a significant investment that will build our position as one of the world's most coveted wine brands. Our ambition was to capture passion and pride within the Penfolds family and share it with our wider Penfolds family all over the world."