Australian winemaker Penfolds has rolled out its limited-edition Lunar New Year collection at key travel retail locations, including Shanghai, Melbourne, Dubai, Hong Kong and Singapore.
Honouring the Year of the Snake, the collection combines cultural elements with Penfolds’ craftsmanship.
Each bottle is encased in a Lunar New Year gift box featuring snake-scale motifs in metallic gold, red and teal blue, reflecting themes of prosperity, renewal and cultural significance.
Underlining its commitment to sustainability, all Lunar New Year gift boxes are made from 100% recyclable materials.
The collection highlights key expressions such as Grange and RWT Bin 798 Shiraz, crafted for festive gifting.
Completing the range is the new Bin 389 750ml, a bottle-only release, offering what is described as an accessible yet refined choice for meaningful celebrations.
To highlight the launch, Penfolds has teamed up with major retailers for an immersive Lunar New Year campaign at key global travel hubs.
Penfolds has collaborated with Sunrise Duty Free at Shanghai Pudong Airport for a high-profile activation, featuring its return to Chinese travel retail with the theme ‘Celebrate Limitless Possibilities’.
Aligning with the Year of the Snake theme, the new collection is also showcased through a bold gondola display at Melbourne Airport, with spiralling, tiered shelves symbolising the fluidity of a coiled snake.
The campaign is also highlighted at key locations across the Middle East and Asia, including Dubai Duty Free, featuring gondolas adorned with snake-scale motifs and digital screens that highlight vibrant festive visuals.
At Hong Kong International Airport, the activation covers the Penfolds shop-in-shop, equipped with a floor-to-ceiling LED screen and 3D display, and a separate high-profile festive display in the departure hall.
The campaign at Singapore Changi Airport invites travellers to discover an activation centred on prosperity and cultural connection.
Penfolds Global Director Global Travel Michael Jackson said: “The Year of the Snake represents wisdom, refinement and new beginnings – qualities that reflect what Penfolds is all about. Our limited-release collection honours cultural traditions while bringing people together over a shared love of great wine.
“As a global luxury icon, Penfolds has always been a part of life’s most meaningful celebrations, and this collection is crafted to help families and friends come together, celebrate in style and share memories that will last well beyond the season.”
The Lunar New Year collection
Bin 707 Cabernet Sauvignon – wisdom and timeless elegance
Bin 707 represents wisdom and longevity. Full-bodied and poised, it reflects Penfolds’ winemaking quality and the promise of a prosperous year ahead.
Grange 2020 Vintage – strength, vitality and legacy
Described as “Australia’s most celebrated wine”, Grange embodies strength and vitality – qualities that align with the symbolism of the Year of the Snake.
RWT Bin 798 Barossa Valley Shiraz – prosperity and refinement
RWT Bin 798 offers harmonious balance, luxurious aromas and polished textures. Its depth, unfolding gradually, signifies prosperity and refined taste.
Bin 389 Cabernet Shiraz Magnum (1.5-litre) – luck, longevity and new beginnings
The collection’s centrepiece, the Bin 389 Cabernet Shiraz Magnum (1.5-litre), known as the ‘Baby Grange’, symbolises Lunar New Year’s auspicious numbers – three for new beginnings, eight for prosperity and nine for longevity. It is characterised by smooth tannins and vibrant fruit.
Bin 389 750ml – A new chapter of possibilities
The Bin 389 750ml adds a new size to the Lunar New Year collection, offering a balanced mix of accessibility and quality for celebrating the occasion with family and friends. ✈
