SINGAPORE. Australian wine producer Penfolds is collaborating with DFS Group in a festive season Christmas Wonderland in Singapore. The event, which illuminates the city’s Gardens By the Bay, will run until 2 January 2022.
A dedicated Penfolds Winter Hut is included in a Mistletoe Alley shopping experience with consumers offered gift-with-purchase options, mystery gifts and gift personalisation with bespoke Penfolds ribbon.
Treasury Wine Estates Director of Global Travel Retail & On Premise Penfolds Simon Carter said: “We are excited to partner with DFS with the Penfolds Winter Hut at the Christmas Wonderland at the iconic Gardens By The Bay in Singapore.”
Carter described the event as a “wonderful opportunity to showcase to DFS loyalty members our much sought-after premium wines over the festive season”.
“At Penfolds, we strongly believe in travel retail, and collaborating with partners to create immersive experiences which provide the opportunity to showcase our award winning wines with gifting options to a much sought-after consumer base.”
Christmas Wonderland offers visitors an immersive festive experience, which includes light displays, carnival games, and a double-storey carousel. The event also features a Garden Rhapsody light and sound show and festive shopping at the European-style outdoor Mistletoe Alley Market.
