ASIA PACIFIC. Leading Treasury Wine Estates (TWE) brand Penfolds has unveiled a Digital Sommelier programme that aims to “simplify the wine discovery experience” for travellers.
It was introduced this month at T Galleria by DFS, Macau, Shoppes at Four Seasons (see below), with the programme also to feature with Lotte Duty Free at Melbourne Airport departures later this year.
The travel retail initiative aims to assist shoppers who may feel “overwhelmed or intimidated by the extensive wine selection in duty free shops, enabling them to navigate and find their perfect Penfolds match in a fun, engaging and educational way,” said the brand owner.
The Penfolds Digital Sommelier streamlines the wine selection process for shoppers, allowing them to explore the offer. This includes 34 wines from Penfolds Bin, the travel-exclusive Cellar Reserve, plus Superblend and Grange. Through a questionnaire, the Digital Sommelier helps them choose wines tailored to their individual palate, occasion and budget.
Each wine in the Digital Sommelier programme also has a dedicated page offering insights into the wine varietal, region and peak drinking window. Shoppers can explore further using a QR code, providing access to product information and tasting notes on the Penfolds website.
Sam Stephens, Head of Brand Ambassador and Education for Penfolds International, along with a team of in-house experts, were instrumental in shaping the programme that is targeted at two distinct traveller profiles: the ‘New Luxurian’ who reflects the values of the new wave of luxury and is motivated by immersive experiences and gifting options; and the ‘Connoisseur,’ who possesses a high knowledge of wines, buying them mainly for gifting, collection or cellaring.
Penfolds Global Marketing Manager GTR Lina Lim commented, “By giving our consumers unique and personalised wine recommendations, we aim to help travellers find their Penfolds match effortlessly and have some fun at the same time.
“Underpinned by Penfolds’ spirit of innovation and experimentation, we are thrilled to blend technology with our expertise in crafting memorable wine experiences for all travellers and showcase Penfolds as an icon of luxury in travel retail. We look forward to sharing the Penfolds Digital Sommelier with more travellers around the world this year as we introduce the concept in new strategic locations with key partners.”
Harnessing digital
Penfolds’ Digital Sommelier centres on the concept, ‘Find Your Penfolds Match,’. The company said that it goes beyond virtual wine recommendations to “create a dynamic platform that fosters customer engagement, education and relationship management”.
It integrates three key strategic elements: a digital-first approach that engages customers in immersive digital experiences; a bespoke, luxurious showcase crafted specifically for travel retail; and a strong commitment to sustainability.
The user experience begins with a landing page that paints a convivial picture of a Penfolds world. A social scene featuring gifting cues and messaging then initiates a guided exploration journey through a questionnaire that is designed to identify the most ideal wine matching users’ palate, occasion and budget. To ensure global inclusivity, the Penfolds Digital Sommelier supports both English and Mandarin.
Macau debut
Following an exclusive preview to partners and industry professionals during the TFWA Asia Pacific Exhibition & Conference in Singapore, the Penfolds Digital Sommelier made its first public appearance on a 2-inch interactive screen at T Galleria by DFS, Macau, in June. Its primary objectives were to increase foot traffic to the Penfolds shop-in-shop, expand shoppers’ basket size and enhance conversion rates from consideration to purchase, boosting Penfolds’ overall sales.
Shoppers at the Macau pop-up had the opportunity to discover their most suitable wine from a specially curated selection of 34 Penfolds wines, including Grange, Bin 389, RWT Bin 798, St. Henri and Bin 407, at the recommendation of the Digital Sommelier. The design rationale was focused on creating a “minimalist, engaging and user-friendly interface”, which Penfolds said was favourably received by travellers.
In its Macau debut, the Digital Sommelier programme contributed to a reduction in environmental impact by minimising the requirement for printing and shipping sales materials that are traditionally used for brand education. As the programme extends its reach to new global locations, its environmental impact is anticipated to diminish further.
DFS Group President Merchandising Christophe Marque commented: “DFS continues to embrace technology and innovation in the pursuit of unforgettable service for our customers. We are very proud that our brand partner Penfolds has chosen T Galleria by DFS, Macau, as the first travel retail store globally to pilot this personalised, multi-lingual and customer-centric tool to the thousands of travellers we serve every day. This is in line with DFS’ own quest to build trusted customers’ connection via exceptional services and we are very welcoming to such collaborations.” ✈
