SINGAPORE. DFS has become the first retailer in the world to complete a sale of the Penfolds Ampoule, selling its one allocated bottle to a member of its invitation-only Platinum Services Club on the product’s launch day at Singapore Changi Airport.
As reported, DFS became the first retailer to present the ampoule, one of only twelve produced and priced at S$218,000 (US$177,400), at Changi T2 on 15 November, in an event attended by The Moodie Report.
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(L-R) Changi Airport Group Executive Vice President Commercial Lim Peck Hoon, Penfolds Chief Winemaker Peter Gago, Treasury Wine Estates General Manager – SEA, India & Korea Andrew O’Brien, the Penfolds Ampoule, glass artist Nick Mount, and DFS Managing Director Asia South Craig McKenna officially unveil the Penfolds Ampoule Number 8 on 15 November |
The Platinum Services Club (PSC) is a DFS programme offering exclusive privileges – including personal shopping, lounge access, event invitations and access to one-off products – to high-value customers. The Penfolds Ampoule sale was made through the club’s client outreach team.
DFS Singapore General Manager Parker Gundersen said: “Our ability to secure this sale so quickly is really a testament to our PSC team and the relationships they have built with their clients. Having such a wide range of rare and unique products, complemented with the luxury services we offer our customers through our Platinum Services Club, has created a winning formula that continues to deliver incredibly successful results for DFS and Changi Airport.”
DFS Asia South Managing Director Craig McKenna added: “The Penfolds Ampoule is one of the most extraordinary wines we’ve had the opportunity to feature at Changi Airport. The feedback from our customers has been terrific and it has brought a lot of great attention to the range of high-end wines and spirits we have in our stores. I’m very excited that the team was able to find a buyer for this item so quickly and it’s another great mark of success for our business at Changi Airport.”
| https://youtube.com/watch?v=45uSKIQtc7A |
Click to view the YouTube video on the making of the Penfolds Ampoule |
The Penfolds Ampoule is a limited edition containing the celebrated 2004 Kalimna Block 42 Cabernet Sauvignon from Penfolds, with four master craftsmen from Australia contributing to the presentation.
Changi Airport was the first airport to launch DFS’s PSC programme in 2009, and the two companies have since partnered on a range of luxury services including the annual Masters of Spirits event, showcasing the world’s largest collection of high-end spirits and wines in an evening gala format.
