Grounded in experimentation, curiosity, and uncompromising quality since 1844, Penfolds celebrates 180 years of winemaking excellence with a rare commemorative wine release. The limited-edition Penfolds Bin 180 Coonawarra Cabernet Shiraz 2021 will be unveiled at a distinguished global travel activation within Melbourne International Airport, in collaboration with Lotte Duty Free.
The showcase centres on the ultra-rare 3L Bin 180, one of only eight available worldwide, exclusively offered in travel retail through Lotte Duty Free at Melbourne Airport. The 3L jeroboam, which sold on 9th August, just nine days after it was first showcased, was accompanied by 1.5L bottles and 750ml gift boxes, providing travellers and wine enthusiasts with a unique piece of Penfolds history.
Michael Jackson, Global Director, Penfolds Global Travel, commented: “As we commemorate 180 years, we also celebrate our legacy of excellent craftsmanship and pioneering spirit. This activation with Lotte at Melbourne International Airport allows us to share a rare piece of history with the world – the Bin 180 Coonawarra Cabernet Shiraz 2021. This limited-edition symbolises eighteen decades of innovation, invention, trials, and triumphs, and is a testament to Penfolds enduring pursuit of perfection.”
“The 3L collector’s edition represents the zenith of luxury and exclusivity, aligning itself with consumers’ growing desire for luxury and unique experiences within global travel. We are excited to collaborate with Lotte Duty Free on this extraordinary release, and to share our passion and heritage with travellers from across the globe.”
Penfolds Bin 180 Coonawarra Cabernet Shiraz 2021 is expertly blended from the venerable Block 10 Cabernet Sauvignon and Block 5 Shiraz, both heralded for their unique terroir expressions. Block 10 is renowned for its ancient terra rossa soils, which impart a distinct minerality to the Cabernet Sauvignon, enhancing its age-worthy characteristics. Meanwhile, Block 5 benefits from a slightly cooler microclimate and rich loamy soils, lending the Shiraz a profound depth of flavour and velvety texture. Together, these parcels showcase the quintessential Penfolds fruit profile: balanced, powerful, and beautifully structured, promising longevity and a complex profile.
Penfolds partnered with South Australian artisan Andrew Bartlett to design a limited-edition art piece to enclose the rare 3L jeroboam Bin 180 wines. Each piece is a natural extension of the fine wine within; an expression of refined taste through contemporary design. The design utilises barrel wood panels to represent 18 decades of Penfolds history. The wooden cases, meticulously constructed from staves of Penfolds French oak barrels, stand as a testament to the to the artistry and heritage that Penfolds brings to the world of fine wine. Further enhancing the offering, a 750ml gift box complements the range. Echoing the aesthetics of the 3L tier, this packaging is crafted from rigid cardboard with a wood paper texture.
Visitors to Melbourne International Airport will have the opportunity to experience Bin 180 at a specially designed Penfolds activation space. Visitors are also encouraged to use the display as a photo opportunity and can take a picture with the 3L jeroboam, creating a memorable moment with this exclusive piece of Penfolds heritage.
Steve Timms, CEO of Lotte, commented: “We are privileged to collaborate with Penfolds on this significant occasion. The luxury global travel space thrives on unique and exquisite offerings, and the Bin 180 collector’s edition embodies this perfectly. We are eager to continue creating memorable experiences for wine enthusiasts from all corners of the world with Penfolds.”
