AUSTRALIA. To coincide with the release of the latest Penfolds Bin series, all SYD Airport and F1RST Tax and Duty Free stores are inviting international travellers at Sydney Airport to taste the selection.
The stores, run by The Nuance Group, are offering travellers the chance to sample some of Australia’s finest wines, the company said.
A ‘cellar door’ experience has been re-created, with a luxury walk-up bar at SYD Airport Tax and Duty Free enticing travellers with samplings of the Penfolds Bin range: Bin 389 Cabernet Shiraz, Bin 407 Cabernet Sauvignon, Bin 138 Barossa Valley Grenache Shiraz Mourvedre, Bin 128 Coonawarra Shiraz and Bin 28 Kalimna Shiraz, as well as two-bottle deals.
Penfolds Super Premium wines – including the long-awaited Penfolds Grange 2006 vintage, Bin 707 Cabernet Sauvignon, St Henri and Magill Estate – will be on display at the in-store bar when they are released on 5 May.
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The luxury walk-up bar offers international travellers the chance to sample the Penfolds Bin range |
“It is a chance for travellers to explore the range in a relaxed environment and speak to cellar door staff flown in from Penfolds Magill Estate in South Australia. It also demonstrates Nuance’s commitment to specialising in premium luxury wines,” said Nuance Business Manager – Wine & Champagne Veronica Egan.
“At Nuance we are partnering with wineries who understand our commitment to excellence and who set the benchmark in producing world-class wines. It’s very exciting and only the start of more things to come.”
Nuance Director at Sydney Airport Ivo Favotto said the availability of exclusive wine brands such as Penfolds is helping Australian wine become a “destination product”.
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Sydney Airport’s International Terminal was profiled in “˜Delivering the Dream’ – a special publication from The Moodie Report dedicated to its transformation |
“Wine isn’t just another in-store category – it is a destination product,” he said. “It’s like a souvenir from Australia – a must-buy for the everyday Australian as a gift, the businessperson and the international traveller. By showcasing it in a prime location in our store, we hope to strengthen that positioning as well as the Penfolds brand.”
With China now the biggest market for many luxury brands, Chinese buyers search the world for scarce Penfolds wines, Nuance noted. “The airport is a different market – it’s a chance to expose the brand to the broader world,” says Favotto.
Penfolds Ambassador Jamie Sach led the teams at the SYD Airport and F1RST airport stores in Melbourne, Brisbane, Cairns and Perth through a masterclass tasting of the Bin wines to ensure they were ready to impart their knowledge to travellers. The Penfolds ‘luxury walk-up bar degustation’ runs until 31 May.
