Penfolds welcomes Lunar New Year 2026 with a global travel activation inspired by the Year of the Horse, bringing its limited-edition Lunar New Year Horse gifting series to life across more than 10 major airport hubs worldwide. Going live from January 2026, the activation spans EMEA, North Asia, Southeast Asia, and Australia, launching across key international gateways during one of the most significant gifting periods in the global travel calendar.
Led by Penfolds flagship Grange and featuring Bin 707, St Henri, Bin 389 and FWT 585, the limited-edition Penfolds Lunar New Year Horse series embodies the horse zodiac – a timeless symbol of strength, speed and perseverance. Celebratory artwork is featured across a suite of exquisitely designed gift boxes. Each creation radiates festive elegance in red, gold and jade, capturing the vitality of the horse. Layers of colour and texture evoke motion and depth, bringing energy to every detail of the packaging.
Key expressions from the series, including Bin 389 Cabernet Shiraz, FWT 585, and Bin 707 Cabernet Sauvignon, presented in limited-edition festive packaging. Pictured: Dubai Duty Free.
Presented in a bespoke Lunar New Year Horse design, the hero Grange gift box has been crafted for personalisation. Inside, a special tool allows sections of the outer box to be gently lifted, revealing intricate layers of artwork that pay homage to the traditional art of paper cutting. Thoughtfully designed, the base detaches to transform the tool into a Penfolds keyring – a keepsake to cherish beyond the milestone celebration.
The Grange Lunar New Year gift box showcases layered artwork inspired by traditional paper cutting, accompanied by a detachable element designed to transform into a commemorative Penfolds keyring.
Michael Jackson, Global Director – Global Travel at Penfolds, said, “Lunar New Year is one of the most important gifting moments in global travel, both culturally and commercially. The meaning behind the Year of the Horse feels instinctively right for this gifting series, reflecting confidence and optimism as travellers return to international journeys. Working closely with our global travel partners around the world, our focus has been on translating the collection into premium, intuitive airport experiences, creating something that works beautifully as a Lunar New Year gift or as a collector’s piece to be treasured beyond the season.”
The collection brought to life at scale through immersive retail installations that extend the Horse motif across the wider display environment. Pictured: Dubai Duty Free.
Across airports worldwide, the Lunar New Year Horse activation is brought to life through immersive retail environments that showcase the collection at scale. Each market adapts the campaign to its local context while maintaining a consistent global identity.
In Australia, a tasting bar in Sydney is framed by a striking wall of 98 Bin 389 bottles. A sculptural Horse installation, drawn directly from the gift box artwork, forms the focal point of the space, creating a moment of discovery supported by curated tasting moments. At Dubai Duty Free, Penfolds is presented through prominent arrivals locations, with the Lunar New Year Horse artwork translated into layered, three-dimensional forms that create immediate visual impact for arriving travellers. The Lunar New Year collection is exclusively available in
EMEA at Dubai Duty Free, reinforcing the retailer’s position as a key destination for Penfolds limited-edition releases during the festive period.
Across Southeast Asia, Penfolds builds on strong momentum from a previous activation with a multi-location takeover at Changi Airport, spanning Terminals 1 to 4. In Terminal 3, a sculptural Horse installation appears to emerge from the wall, creating a distinctive point of discovery across both arrivals and departures.
Across each location, the Lunar New Year Horse activation presents global travel as more than a point of purchase, and instead becomes a setting where Penfolds visual language is experienced and celebrated at scale.
