Wine lovers are raising a glass to Penfolds' decision to bring forward the release of its latest world-famous Grange and other premium labels.
Penfolds will release its next Grange vintage, along with wines in its Bin series and other luxury lines, in October - about six months earlier than usual.
The move aims to capitalise on key celebrations such as Thanksgiving, Christmas and Chinese New Year.
Experts say the earlier release date is unlikely to compromise the quality of the wines, some of which sell for many hundreds of dollars.
Wine critic and vigneron James Halliday says he doesn't expect the changes to affect the taste of the top label wines.
"So much commercial wine is consumed within 48 hours of purchase but that is not the case with these premium and icon wines," Mr Halliday said.
"People undoubtedly drink them young and enjoy them young because they're top quality, but they're better with five to 10 years additional bottle age."
Penfolds Grange is considered one of the best drops of red wine in the world.
The latest 2009 vintage currently sells for around $785 a bottle, while a bottle of Penfolds Bin 389 from 2011 costs $80.
However, Mr Halliday said the October release may mean fewer discounts for wine connoisseurs.
"The prior pattern of releasing the wines in May was clearly designed to bring the income forward into the financial year in question and there tended to be a lot of wine flooding the market and discount deals," he said.
"It's possible there may be less deals in October."
Many of the wines already have five years under their belt before going to market, Penfolds chief wine maker Peter Gago said.
"The release date change doesn't really impact profoundly but gains however are much much greater; not shipping in the summer months and not having to do promotions in the middle of vintage," he said during Wednesday's announcement.
The launch date changes are part of Penfolds' owner Treasury Wine Estates' major restructure plan to turn the embattled company around.
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