AUSTRALIA. Penfolds has teamed up with Heinemann Australia to unveil an underwater-themed activation called ‘Venture Beyond 2023’ at Sydney Airport.
The Terminal 1 Departures promotion is running from October to December.
The pop-up marks the second instalment in Penfolds’ Venture Beyond series. It promises to ‘submerge’ travellers into the depths of Penfolds’ wine heritage and terroir inspired by the travel retail-exclusive blue colourway of the Penfolds Bin 389 Cabernet Shiraz.
The limited-edition packaging was designed by Melbourne-based interdisciplinary digital artist Mikaela Stafford.
The thematic activation takes travellers on a visually compelling journey into the depths of the sea, with scuba diving visuals and coral-inspired display shelves featuring prominently throughout the space.
A digital personalised gifting programme is a standout element. At the pop-up, travellers can purchase a Penfolds thematic gift pack and scan a QR code to create a digital greeting card which can be personalised with a written or video message.
The greeting cards also offer important wine information and give travellers the option to sign up to Penfolds’ CRM system.
Heinemann Asia Pacific Director for Purchasing Beauty and Liquor, Tobacco & Confectionery Ranjith Menon commented: “We are delighted to partner with Penfolds to bring the ‘Venture Beyond 2023’ concept to life.
“This immersive activation elevates the exclusive Penfolds offerings and aligns seamlessly with our commitment to offering unforgettable experiences to travellers. We look forward to seeing travellers engage with the pop-up and dive deeper to explore the Penfolds range in global travel.”
Following its run at Sydney Airport, Venture Beyond 2023 will roll out in key travel retail destination such as Melbourne, Singapore, Vietnam, Dubai and Hong Kong.
“We are proud to unveil our new global thematic Venture Beyond 2023 within Sydney Airport,” added Penfolds Chief Marketing Officer Kristy Keyte.
“Driven by self-belief and pioneers by nature, Penfolds continues to journey into the unknown, to push boundaries and explore new possibilities. Our latest venture into the deep sea is a testament to this, allowing us to activate our brand values and DNA in unexpected, creative, and consistent ways across global platforms.
“We extend our gratitude to Heinemann Australia for their support in growing Penfolds in global travel retail and providing such a strong platform to connect with shoppers on the brand’s home soil.”
The Penfolds Bin 389 Cabernet Shiraz was created in 1960 by Max Schubert. It is often referred to as ‘Baby Grange’ because components of the wine are matured in the same barrels that held the previous vintage of Grange. Bin 389 is known as the wine that helped forge Penfolds’ reputation among red wine enthusiasts and combines the structure of a Cabernet Sauvignon with the richness of a Shiraz and blending oak and fruit flavours. ✈