Leading Treasury Wine Estates brand Penfolds has launched a durable, reusable travel retail-exclusive gift pack for its Bin 389 Shiraz Cabernet expression.
Penfolds said the new presentation is in line with the brand’s ambition to grow the premium wine category in travel retail and delivers a “compelling reason for shoppers and consumers to trade up, either for a special gift or a moment of self-indulgence”.
According to Penfolds, the gift pack targets the 38% of travellers whose purchasing drivers include travel retail exclusivity and new product launches. Taking inspiration from the wine making process, its design reinterprets the hoops of a wine barrel to offer a carry pack which is “reminiscent of the golden age of travel”.
First produced in 1960 by pioneering Australian winemaker Max Schubert, Bin 389 helped forge Penfolds’ reputation with red wine drinkers by combining the structure of cabernet sauvignon with the richness of shiraz. The wine is known as ‘Baby Grange’ as components are matured in the same barrels that held the previous Penfolds Grange vintage.
Treasury Wine Estates Head of Marketing Global Travel Retail Pieta Jordan said: “We are excited to launch this stunningly designed gift pack which showcases our iconic Bin 389 wine in travel retail.
“This new and exclusive pack provides Penfolds with the opportunity to not only tap into travel retail shoppers’ desire for new and unique offerings, but also to lean directly into the gifting occasion, knowing our latest research highlighted gifting as the number three reason why wine consumers visit the wine category.
“In collaboration with our key retail partners, Penfolds will drive awareness of this new pack through compelling in-store activations in the lead up to the festive season, making this perfect for the upcoming gifting period.”
The 750ml Penfolds Bin 389 Travel Pack has a recommended retail price of A$105 (USS68) and is available from 1 October in selected locations in global travel retail.
