Penfolds is one of the oldest winemakers in the world and has developed a large market base in Australia. The company has developed wine making technology that has developed over the century under the fine hands of different wine makers. This has taken place through a generation of 6 fine wine makers who have perfected different brands that are today household names in Australia. The company traces its origin to 1844 when Dr. Christopher Rawson Penfold and his wife Mary bought Mackgill estate in Australia and started their life there (Penfolds, 2010). Mary Penfold became the first wine maker, not knowing that she was leaving behind wine making history that would give birth to Australians best wines. The company grew over the years and by the turn of the century, it was producing more than a third of all wines consumed in South Australia.