AUSTRALIA. Penfolds has launched two new limited editions at Melbourne Airport, in partnership with Dufry, as part of the wine brand’s ‘Venture Beyond’ campaign. These include the Venture Beyond Bin 389 Cabernet Shiraz Rocket Tin and Bin 28 Shiraz Crater Tin, available via a dedicated Penfolds activation during August.
Earlier this year, Penfolds announced it would venture into an “unexpected, exciting and visually powerful” world of space exploration – with the launch of the brand’s first global brand thematic – ‘Venture Beyond’. This is designed to capture the imagination of global luxury consumers through “playful experiences and out-of-this-world activations”.
Penfolds said that the limited edition space-themed moon tin is a celebration of its “pioneering spirit of going beyond, rather than accepting the status quo”. Thiénot x Penfolds Champagne Brut Rosé NV is also highlighted in the bespoke display.
“With the steady increase of international passengers through Melbourne, it’s exciting to once again be working with some our key partners to bring the theatre and excitement back to travel retail. By showcasing a strong product offering, coupled with a striking visual display and staff on hand to give advice, Penfolds has demonstrated again why they are leaders in the duty free retail landscape, delighting our customers with a unique travel experience,” said Dufry Country Commercial Manager Tanya Leivers.
Penfolds Director Global Travel Retail and Global Hotels Daevid Warren said. “The introduction of ’Venture Beyond’ as our global thematic is a strategic shift for Penfolds from ‘fine wine’ brand to ‘global luxury icon’. It’s exciting to showcase the Venture Beyond packs and Champagne Brut Rosé NV at Melbourne Airport, as international travel returns.”
Pricing (RRP) as follows:
Bin 28 Shiraz 2019 – Space Gift Tin A$50.00
Bin 389 Cabernet Shiraz 2019 – Rocket Gift Tin A$100.00
Thiénot x Penfolds Champagne Brut Rosé NV A$90.00
