ASIA PACIFIC. Australian winemaker Penfolds has launched its gifting campaign spotlighting its limited-edition Wine Glass Charms at key airports, including Singapore Changi, Hong Kong, Sydney and Melbourne.
The campaign, live across July and August, is brought to life through standout activations at these airports, featuring an exclusive collectible for travellers looking for thoughtful and customised gift options
Premium displays, inspired by luxury jewellery and fragrance counters, include charm customisation stations and display cases that present each charm as a collectible.
Experiential highlights include shop-in-shop concepts in Singapore, Hong Kong and Melbourne, with a dedicated pop-up in Sydney enhanced by digital touchpoints and hands-on exploration areas.
Penfolds is offering customisable wine charms with select purchases, turning gifting into a personal ritual that reflects its winemaking legacy.
This launch reflects Penfolds’ response to growing demand for thoughtful and premium gifting, recognised as an increasingly important purchase driver in the travel retail wine category.
With the purchase of select Penfolds wines, customers will receive either a customisable set of four charms in a signature red gift box with a polishing cloth and gift wrap, or a single charm of their choice in a Penfolds gift bag, depending on the purchase.
Penfolds Global Director – Global Travel Michael Jackson said, “Penfolds has always stood for craftsmanship, storytelling and celebration. With our new Penfolds Wine Glass Charms, we’re expanding how travellers experience the brand beyond the wine, into moments of personal meaning.
“This offering is not just about gifting; it’s about creating a lasting impression through customisation, collectability and elevated design. It’s a fresh expression of luxury, tailored to the evolving needs of the global traveller.”
Featuring sleek, brand-inspired aesthetics, the charms can be personalised from a set of collectible designs, such as the ‘P’ monogram, bottle or cork.
For added customisation, the range includes a complete alphabet set. Travel-themed designs, such as an aeroplane and globe, are exclusive to global travel retail.
Penfolds’ latest gift offering aligns with two key consumer trends – personalisation and meaningful gifting. The trend is backed by McKinsey data showing that 71% of consumers expect tailored experiences, and by Market Research, which predicts the personalised gifting market will hit US$52.8 billion by 2030.
Travel-exclusive charms are featured in the global travel retail edition, while the complete range will also be offered at the Magill Estate Cellar Door and online at Penfolds.com, featuring personalisation options for wine lovers beyond the channel. ✈
