Penfolds and GQ Launch U.S. Search for the Best Dressed Somm

NAPA, Calif., Sept. 3, 2014 /PR Newswire/-- Penfolds, Australia's leading winemaker, and GQ, the leading men's general-interest magazine, today announced a joint search for the nation's Best Dressed Somm. From September 3 – 24, Penfolds and GQ will host an online social media contest encouraging sommeliers, known by today's modern term "somms", to submit their best dressed photo nominations on Twitter and Instagram using the hashtag #BestDressedSomm for a chance to win the coveted title.

"As a fellow somm, I'm proud to be part of the next generation of wine connoisseurs redefining the wine experience, and that includes a refresh of what it means to look the part," said DLynn Proctor, Penfolds U.S. Winemaking Ambassador. "Penfolds recognizes that the worlds of wine and fashion are rapidly colliding. A somm's style is just as important as his ability to lead a tasting or educate on grape varieties and industry laws. And it's not just about clothes – somm style is about exploring and knowing how to choose. Whether it be expert craftsmanship, impeccable tailoring, or a fine vintage, we somms know the good stuff when we see it, and Penfolds believes this should be celebrated."

Somms nationwide can participate and submit their photo nominations in one of three ways:

1.)     Enter on Penfolds.com: Visit http://www.Penfolds.com/GQBestDressedSomm and follow the links and instructions to complete and submit the online registration form, including name, birthdate, valid email address and telephone number. Somm to follow directions to upload one photo of him/herself that displays his/her dressed-up personal style.

2.)     Enter via Instagram: Follow Penfolds on Instagram, then upload and post a photo of him/herself that displays his/her dressed-up personal style. Post must include handles @Penfolds and @GQMagazine, as well as the hashtag #BestDressedSomm. Somm Instagram account must be set such that their posts are public and thus viewable to Penfolds.

3.)     Enter via Twitter: Follow Penfolds on Twitter, then upload and tweet a photo of him/herself that displays his/her dressed-up personal style. Tweet must include handles @Penfolds and @GQMagazine, as well as the hashtag #BestDressedSomm. Somm Twitter account must be set such that their tweets are public and thus viewable to Penfolds.

At the close of the contest on September 24^th, Penfolds and GQ will select and invite the top five somm finalists to a luxurious event at the Penfolds House on Tuesday, October 14^th in New York City*. The lavish, invite-only affair will be hosted for the top five finalists, where they are encouraged to come dressed in their best attire, ready for the winner's announcement made by the Penfolds and GQ Best Dressed Somm esteemed panel of judges: GQ Executive Stylist, Brett Fahlgren, ABC's "The Taste" mentor who previously landed a spot on Vanity Fair's Best Dressed List, Marcus Samuelsson, and Penfolds Chief Winemaker, Peter Gago.

"GQ is thrilled to partner with Penfolds and help take somms' expertise beyond the vintage," said Brett Fahlgren, GQ's Executive Stylist, Publishing. "The Best Dressed Somm panel of judges will be analyzing photo entries for outfit appearance and styling, attention to detail – including proper fit, how well the somm's clothes and accessories work together, the accessory choices themselves, and the style's effortless appearance. We are excited to see their individual style shine through their choices."

The Best Dressed Somm will be announced on-site at the Penfolds House event and will receive a special winner's package from Penfolds and GQ that includes:

• National and local notoriety as the "Penfolds and GQ Best Dressed Somm"
• Announcement in a national Penfolds/GQ joint press release
• Coverage mention in a promotional listing in a future GQ print issue
• Exposure to national and local media and high-profile influencers at the Penfolds House NYC event
• Private styling session with GQ's style expert, Brett Fahlgren

Penfolds and GQ recognize that not all wine lovers are sommeliers. Therefore, the Best Dressed Somm campaign will also feature a consumer sweepstakes. One lucky grand prize winner will win a trip for two to New York City to experience Penfolds and attend the Best Dressed Somm event at the Penfolds House on October 14^th. The trip package includes round trip airfare for two, two night hotel stay, and $500 spending money.

For more information and official contest rules and regulations, please visit Penfolds.com/GQBestDressedSomm. 

**Alcohol regulations prohibit Penfolds from providing somm finalists with transportation or accommodations to participate in the Penfolds House unveiling event in New York City on October 14, 2014.  Finalists will be required to make arrangements at their own expense. 

About Penfolds

'1844 To Evermore!'… It was the slogan to launch a winemaking legacy. Through a union of commitment and patience this winemaking legacy flourishes throughout the world today. For 170 years, Penfolds has cultivated a reputation based upon the pursuit of winemaking excellence; achieved through a unique alchemy of distinguished vineyards and viticultural caretakers, winemaking resources and a rich history of winemakers. Many craftsmen and women have served as silent custodians of the Penfolds stable, an Australian tradition steeped in wine lore and the spirit of generosity. As well as honouring traditional winemaking values, and celebrating its fortified winemaking origins, Penfolds cultivates a spirit of experimentation and innovation, as evidenced from secret 'bottlings', such as Grange in 1951. Across the passing of time, such innovations have become the traditions for new generations. Today, 170 years from its initial declaration, the Penfolds winemaking legacy continues and its wine culture remains one of Australia's most respected … now and 'evermore'.   www.penfolds.com

About GQ

GQ is the leading men's general-interest magazine, with a monthly readership of 7 million readers. It is available in print, online at GQ.com, and as an app at iTunes.com. The magazine is published by Condé Nast, a division of Advance Publications. Condé Nast operates in twenty-five countries and is the world leader in exceptional content creation.

Media Contacts

AlexaRae Antekeier
Finn Partners for Penfolds
(312) 329-3913
[email protected]

Michelle Isaacs
GQ
(212) 286-7838
[email protected]

Photo - http://photos.prnewswire.com/prnh/20140903/142277
Photo - http://photos.prnewswire.com/prnh/20140903/142278

SOURCE Penfolds