At TFWA World Exhibition in Cannes, Penfolds hosted partners onboard the 36-metre Preference 19 yacht for an immersive experience that showcased its latest releases and initiatives.
At the heart of the showcase was a curated tasting of fine wines from Australia, the USA, France and China. Each wine represented different terroirs while embodying Penfolds’ signature balance, structure and longevity.
The tastings featured Bin 389 Cabernet Sauvignon Shiraz (Australia), FWT 585 Cabernet Sauvignon Merlot Petit Verdot (France), Bin 600 Cabernet Shiraz (USA) and CWT 521 Cabernet Sauvignon Marselan (China).
In addition to the tasting, Penfolds unveiled a series of new and upcoming initiatives spanning limited-edition gifting, travel retail exclusives and luxury lifestyle extensions.
Among the highlights were the From Penfolds to the World Collection, the Lunar New Year Horse Collection, City Explorer Packs, Penfolds Grange Leather Carrier and Wine Glass Charms.
The From Penfolds to the World Collection is a holiday line inspired by a modern postal service. It features travel-themed touches such as stamped envelopes and sleek shipping container gift boxes that symbolise the journey of Penfolds wines across continents.
The Penfolds Lunar New Year Horse Collection features the intricate art of paper cutting with designs incorporating Year of the Horse motifs across a suite of gift boxes and lifestyle pieces.
It offers Penfolds’ flagship Grange collection, including the Bin 707, St Henri, Bin 389 and FWT 585 wines. According to Penfolds, the range pays tribute to the horse zodiac as a symbol of strength, speed and perseverance.
The City Explorer Packs is a travel retail-exclusive range which features collectible packaging linked to different destinations, such as Sydney, Hong Kong and Singapore.
The Penfolds Grange Leather Carrier was created to mark the expression’s 75th anniversary in 2026.
Wine Glass Charms expand the winemaker’s growing lifestyle accessory portfolio. The collectible charms elevate the Penfolds wines experience with an element of personalisation.
Penfolds Global Director Global Travel Michael Jackson commented: “The TFWA Cannes show is an opportunity for Penfolds to celebrate our continued evolution as a global winemaker and share what’s next. In global travel retail, we see opportunity to engage consumers through gifting and celebration, brought to life by distinctive releases like our limited-edition gift boxes and wine glass charms.
“Designed around storytelling, personalisation, and gifting, the TFWA Cannes yacht experience invited guests to explore how Penfolds brings its world to life beyond the bottle.” ✈
