AUSTRALIA. Treasury Wine Estates, in partnership with Heinemann Tax & Duty Free, has unveiled a “global-first” installation in travel retail for Penfolds Grange at Sydney Airport.

The installation features a Penfolds Tasting Bar alongside 98 bottles of flagship wine Penfolds Grange, creating the world’s largest public display of Penfolds Grange 2014. Unveiled during the Chinese New Year period, with wines priced at over A$88,000, the striking pop-up helps celebrate 175 years of the Australian winemaker.

Red letter day: The eye-catching Penfolds tasting bar and 98-bottle display at Sydney Airport, a first of its kind installation in travel retail.

Running through February, the collection of Penfolds Grange provides a photo backdrop for travellers passing through Australia’s busiest airport, with the 98 bottles celebrating a 98-point score attained for the Grange 2014 from wine publication, Robert Parker’s The Wine Advocate. On-site retail ambassadors help travellers understand more about wines from Penfolds.

The themed ribbon adorns bottles of Grange that are available for sale through Heinemann Tax & Duty Free in Sydney.

Travellers can receive personalised Penfolds ribbons and for the first time in travel retail, three Grange 2014 Jeroboam bottles are available for sale, at A$6,200 each.

Treasury Wine Estates General Manager Global Travel Simon Carter said: “We are delighted to partner with Heinemann Tax & Duty Free at Sydney Airport over Chinese New Year  to stage a global-first for Penfolds, where we are displaying 98 bottles of Penfolds Grange 2014 in a dramatic photo backdrop with our Penfolds Tasting Bar.

“This highly engaging pop-up highlights the brand’s 175-year storied history, and is testament to our strong partnership with Heinemann by reinforcing our commitment in creating new and immersive experiences for travellers, to drive greater customer engagement and growth in the wine category.”

In conjunction with the display, which travellers are encouraged to share on social media, there are opportunities to sample products from Penfolds Special Bottlings. These include Lot. 1990 – A Pot Distilled Single Batch Brandy, and Lot. 518 –  Spirited Wine with Baijiu.

The classy display adds a new talking point to the store during February.

Both products were launched last year, and the series pay homage to founders Mary and Christopher Penfold, for their legacy not only in fine table wines but also in brandies, sherries and port-styled fortified wines.

Heinemann Australia Managing Director Richard Goodman said: “Penfolds is an important luxury wine brand for Heinemann. This collaboration is an ideal platform for the brand to tap into key traveller groups here at Sydney Airport during Chinese New Year. It also highlights Heinemann as a trusted and valuable partner for Penfolds to stage this installation, as we continue to work together to help build awareness and draw new consumers into the Penfolds brand.”