{"id":77739,"date":"2025-01-29T17:37:28","date_gmt":"2025-01-29T17:37:28","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=77739"},"modified":"2025-02-04T12:49:03","modified_gmt":"2025-02-04T12:49:03","slug":"penfolds-unveils-limited-edition-the-heart-of-lunar-new-year-collection","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/penfolds-unveils-limited-edition-the-heart-of-lunar-new-year-collection\/","title":{"rendered":"PENFOLDS unveils limited-edition Lunar New Year collection"},"content":{"rendered":"

Leading luxury wine brand Penfolds has unveiled its limited-edition Lunar New Year collection to celebrate the Year of the Snake \u2013 a symbol of elegance, elusive charm, and infinite wisdom. Available across key global travel hubs, including Shanghai, Melbourne, Dubai, Hong Kong, and Singapore, the collection blends cultural significance with Penfolds timeless craftsmanship, offering travellers a meaningful way to mark this auspicious occasion.<\/p>\n


\nEach wine in the collection is presented in a bespoke Lunar New Year gift box, showcasing intricate snake-scale motifs rendered in metallic gold, rich red, and teal blue \u2013 a design symbolic of prosperity, renewal, and cultural connection. From the iconic Grange to the celebrated RWT Bin 798 Shiraz, the collection elevates festive gifting with elegance and meaning. The new Bin 389 750mL, offered as a bottle-only release, completes the range as an accessible yet iconic choice to celebrate moments of reflection and connection.<\/p>\n

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Transforming Travel Hubs into Festive Showcases<\/strong><\/p>\n

The Penfolds Lunar New Year campaign reimagines major airports as celebratory showcases, offering travellers an elevated and immersive experience across key global travel hubs. At Shanghai Pudong Airport, a prominent HPP space at Sunrise Duty Free celebrates the return of Australian Penfolds to Chinese consumers, inviting travellers to \u201cCelebrate Limitless Possibilities.\u201d Over at Melbourne Airport, a striking gondola display takes inspiration from the graceful movement of a coiled snake, with tiered shelves spiralling upwards in a dynamic design that embodies the sophistication of both Penfolds and the Year of the Snake.<\/p>\n

Beyond these flagship hubs, the campaign extends to other key locations across the Middle East and Asia. At Dubai Duty Free, dynamic gondolas adorned with intricate snake-scale motifs are paired with digital screens that bring the festive campaign to life with vibrant visuals. At Hong Kong International Airport, the activation spans across two key spaces: the Penfolds Shop-in-Shop, featuring two digital screens \u2013 a floor-to-ceiling LED screen and a 3D central display \u2013 and a separate vibrant HPP in the departure hall that continues the festive celebration. Finally, at Singapore Changi Airport, travellers can explore an activation inspired by prosperity and cultural connection, offering a memorable way to mark the season.<\/p>\n

Michael Jackson, Global Director Global Travel at Penfolds, said, \u201cThe Year of the Snake represents wisdom, refinement, and new beginnings \u2013 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\u2019s 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.\u201d<\/em><\/p>\n

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The Heart of the Lunar New Year Collection<\/strong><\/p>\n

Bin 707 Cabernet Sauvignon \u2013 Wisdom and Timeless Elegance<\/strong><\/p>\n

A hallmark of Penfolds winemaking mastery, Bin 707 represents wisdom and longevity. Full-bodied and poised, it perfectly reflects the enduring excellence of Penfolds winemaking and the promise of a prosperous year ahead.<\/p>\n

Grange 2020 Vintage \u2013 Strength, Vitality, and Legacy<\/strong><\/p>\n

A global icon and Australia\u2019s most celebrated wine, Grange is the ultimate expression of strength and vitality \u2013 qualities synonymous with the Year of the Snake. Its full-bodied structure and layered fruit profile honour family bonds and generational legacies, making it a gift to be treasured for years to come.<\/p>\n

RWT Bin 798 Barossa Valley Shiraz \u2013 Prosperity and Refinement<\/strong><\/p>\n

Reflecting the snake\u2019s elegance, RWT Bin 798 delivers sophisticated balance with its plush aromas and refined textures. Like a prosperous year unfolding, its depth and character reveal themselves over time, making it a symbol of good fortune and exceptional taste.<\/p>\n

Bin 389 Cabernet Shiraz Magnum (1.5L) \u2013 Luck, Longevity, and New Beginnings<\/strong><\/p>\n

The collection\u2019s centrepiece, the Bin 389 Cabernet Shiraz Magnum (1.5L), known as the \u201cBaby Grange,\u201d encapsulates Lunar New Year\u2019s auspicious numbers – three for new beginnings, eight for prosperity, and nine for longevity. Its harmonious blend of smooth tannins and vibrant fruit makes it an ideal wine to welcome opportunities and share timeless traditions with family and friends.<\/p>\n

Bin 389 750mL \u2013 A New Chapter of Possibilities<\/strong><\/p>\n

Introducing a new size to the Lunar New Year collection, the Bin 389 750mL represents limitless possibilities and renewal. Accessible yet iconic, it invites wine lovers to share moments of joy, reflection, and hope as they celebrate the Lunar New Year with family and friends.<\/p>\n

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Luxury with a Purpose<\/strong><\/p>\n

Penfolds remains committed to sustainability, with all Lunar New Year gift boxes crafted from materials that are 100% recyclable. This initiative reflects Penfolds dedication to responsible luxury, ensuring each celebration leaves a lasting, positive mark.<\/p>\n

With its refined collection and elegant design, Penfolds continues to honour tradition while exemplifying its global reputation for luxury and winemaking excellence. The Lunar New Year collection invites travellers to celebrate the Year of the Snake with sophistication, meaning, and limitless possibilities.<\/p>\n

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Leading luxury wine brand Penfolds has unveiled its limited-edition Lunar New Year collection to celebrate the Year of the Snake \u2013 a symbol of elegance, […]<\/p>\n","protected":false},"author":4,"featured_media":77743,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2597,535,1,477,7093,7098,7097],"tags":[149,69,39,2113,3822,9321,15747,9322,6179,11505,391,216,10250],"class_list":["post-77739","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-selling-brands-in-duty-free","category-duty-free-retailers","category-latest-news","category-latest-promotions-in-duty-free","category-luxury","category-wine-champagne","category-wines-spirits","tag-dubai-duty-free","tag-duty-free","tag-dutyfree","tag-melbourne-airport","tag-penfolds","tag-penfolds-duty-free","tag-penfolds-lunar-new-year","tag-penfolds-wine","tag-shanghai-pudong-airport","tag-singapore-changi-aiport","tag-sunrise-duty-free","tag-travel-retail","tag-wine-duty-free"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/77739","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=77739"}],"version-history":[{"count":4,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/77739\/revisions"}],"predecessor-version":[{"id":77832,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/77739\/revisions\/77832"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/77743"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=77739"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=77739"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=77739"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}