AUSTRALIA. Penfolds has launched an exclusive pop-up at Melbourne Airport in partnership with Lotte Duty Free, showcasing the limited-edition Bin 180 Coonawarra Cabernet Shiraz 2021.
This activation celebrates Penfolds’ 180 years of winemaking heritage and features the ultra-rare travel retail-exclusive Bin 180 Coonawarra Cabernet Shiraz 2021 Jeroboam (3 litres), one of only eight available globally.
The collector’s edition was sold on 9 August, just nine days after its launch. Alongside this, 1.5-litre bottles and 750ml gift boxes are also available, designed by South Australian artisan Andrew Bartlett. Crafted from Penfolds French oak barrel staves, the packaging reflects the brand’s heritage and commitment to quality.
The Bin 180 Coonawarra Cabernet Shiraz 2021 is a crafted blend of Block 10 Cabernet Sauvignon and Block 5 Shiraz, renowned for their distinctive terroir expressions.
Block 10’s ancient terra rossa soils add minerality to the Cabernet, while Block 5’s cooler microclimate and rich loamy soils add depth and velvety texture. This combination creates a balanced and complex profile, exemplifying the Penfolds wine’s fruit character.
Travellers visiting Melbourne International Airport can explore the Bin 180 release at a specially designed Penfolds activation space.
Lotte Duty Free Oceania CEO Steve Timms commented: “We are privileged to collaborate with Penfolds on this significant occasion. The luxury global travel space thrives on distinct and exquisite offerings, and the Bin 180 collector’s edition embodies this perfectly.
“We are eager to continue creating memorable experiences for wine enthusiasts from all corners of the world with Penfolds.”
Penfolds Global Travel Global Director Michael Jackson added: “As we commemorate 180 years, we also celebrate our legacy of excellent craftsmanship and pioneering spirit. This activation with Lotte Duty Free at Melbourne Airport allows us to share a rare piece of history with the world – the Bin 180 Coonawarra Cabernet Shiraz 2021.
“This limited edition symbolises 18 decades of innovation, invention, trials and triumphs, and is a testament to Penfolds’ enduring pursuit of perfection.
“The 3-litre collector’s edition represents the zenith of luxury and exclusivity, aligning itself with consumers’ growing desire for luxury experiences within global travel. We are excited to collaborate with Lotte Duty Free on this extraordinary release, and to share our passion and heritage with travellers from across the globe.” ✈
