SINGAPORE. More than 100 wine lovers attended ‘All About Shiraz’ wine appreciation sessions hosted by Treasury Wine Estates brand Penfolds at Singapore Changi Airport on 13-14 March.
The event was organised in association with Lotte Duty Free and Changi Airport Group (CAG), and was part of an extended Shopping Experience Event organised by CAG. In related news, Penfolds has launched the inaugural Penfolds ‘California’ Collection as a travel retail-exclusive for the Singapore market (more below).
At the wine appreciation sessions last month, guests explored a collection of Penfolds Shiraz wines, including the 2017 Bin 28 Kalimna Shiraz, the 2018 Bin 128 Coonawarra Shiraz, the 2017 Bin 150 Marananga Shiraz, the 2017 RWT Bin 798 Barossa Valley Shiraz and the 2015 Grange.
They could also purchase the wines directly from Lotte Duty Free stores at duty and tax absorbed prices.
The six sessions were fully booked, and guests included members of the airport’s loyalty programme Changi Rewards.
Penfolds Brand Ambassador for Asia Sam Stephens said, “The exclusivity of a Penfolds premium wine tasting experience, held inside the world’s best airport, was definitely a unique opportunity for frequent flyers and for me personally. I was thrilled to have been able to share Penfolds top five expressions of Australia’s most famous grape, Shiraz, which included our coveted icon Penfolds Grange.”
“Treasury Wine Estates remains highly committed to travel retail sector, and we’re extremely pleased with the response to this unique and exclusive Penfolds tasting event in partnership with Changi Airport Group,” said Treasury Wine Estates General Manager, Global Travel Retail Simon Carter.
“The Airport Shopping Experience Event initiative is a great example of how the airport is exploring new and exciting ways to reconnect and engage with travellers at a time where travel remains restricted. These events were hugely successful for Penfolds, Lotte Duty Free and Changi Airport Group and we’re looking forward to more opportunities to engage and excite travellers with our luxury wines.”
Through its partnership with Changi Airport Group, Penfolds will be organising another tasting weekend on 24 and 25 April for its new range – the inaugural Penfolds ‘California’ Collection of four wines. The two flagship wines that lead this collection are the 2018 Quantum Bin 98 Cabernet Sauvignon and 2018 Bin 149 Cabernet Sauvignon. This collection was launched globally on 4 March and is a travel retail-exclusive for the Singapore market, as noted above.
Carter added, “The next Penfolds tasting weekend will provide another opportunity for travellers to experience our luxury wines. For the first time consumers will get to experience the new California Collection, which has received exceptional scores from leading wine critics from around the world. Changi Rewards members will no doubt enjoy the opportunity to experience the California Collection and learn more about Penfolds.”
Changi Airport Group has organised appreciation sessions dedicated to wines & spirits houses where brands can showcase and share stories behind their range of prestige products sold in the airport.
Gwyn Sin, General Manager of Airside Concessions at Changi Airport Group, said, “We are glad to offer a select group of our Changi Rewards members the rare privilege to experience Penfolds products in such an intimate setting at this by-invitation-only event. With the support of our partners, we hope to bring more unique events and shopping experiences to Changi’s shoppers.”
