Roll out the barrel - the barrel of limited release wine worth almost $200,000.
Penfolds is releasing another vintage of exclusive luxury wine, this time a 2015 blend of Barossa Valley shiraz and Coonawarra cabernet, but it doesn't come in a bottle.
The wine is only available by the barrel, which will be housed at Penfolds' spiritual home, the historic Magill Estate winery in South Australia.
Each of the specially commissioned French oak barrels, holding 252 litres of wine - the equivalent of 336 bottles - costs $198,000.
That's $590 per bottle.
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The barrel release is the first in Penfold's 172-year history, and is the only way for enthusiasts to get their hands on the exclusive wine.
Penfolds won't reveal how many barrels will be offered in each vintage, but says the number is very small.
The wine maker started talking to private collectors about the first release before Christmas, and it has already been fully taken up.
Penfolds is now taking expressions of interest for the 2016 release.
Chief marketing officer Simon Marton says the barrels will stay at the Magill Estate winery in Cellar 3, described as the oldest and most intimate cellar.
It dates back to the founding days of the winery in 1844, and is just metres away from Penfolds chief winemaker Peter Gago's office.
Mr Marton said the barrels are expected to hold the wine for at least 18 months, after which it may be removed for bottling in a size chosen by the buyer.
"For the people who have signed up for one of these barrels, not only do they get the wine, they get a Penfolds experience - almost like a behind-closed-doors thing," he said.
"They get to come and taste the wine out of their own barrel at the winery with our winemaking team."
Buyers can also taste the wine while it matures in the bottle, watch the winery and winemakers in action, and taste the Penfolds range of wines with the winemaking team.
The wine from the barrel release is expected to be best to drink in the next 10 to 30 years.
It's not the first time Penfolds has staged an unconventional release of luxury wine.
In 2012, the company released its Penfolds 2004 Kalimna Block 42 cabernet sauvignon in a limited release, hand blown glass ampoule which was suspended within a wooden Jarrah cabinet.
The 12 individually numbered ampoules, holding the equivalent of one 750ml bottle, cost $168,000 each.
That makes the barrels look like a bargain.
