Penfolds says Troye Sivan will lead the brand into ‘new creative territories, celebrating shared experience.’

Penfolds has announced Australian singer-songwriter and actor Troye Sivan as its new Creative Partner, with a multi-year collaboration that is making its global travel retail debut at exclusively at Sydney Airport, in partnership with Heinemann Tax & Duty Free.

Bin 389 Designed by Troye Sivan comprises two offerings: a limited-edition 750ml gift box and a 1.5L magnum art piece, both showcasing wine from the 2023 vintage.

These can be discovered in the channel via  immersive pop-up activations in Heinemann’s main Terminal 1 International Departures store, as well as the retailer’s luxury streetwear store Gatezero at Sydney Airport.

“The launch of Penfolds Bin 389 Designed by Troye Sivan at Sydney Airport brings together three Australian icons to connect travellers with new moments of conviviality,” said Michael Jackson, Global Director – Global Travel at Penfolds.

“The collaboration sees Troye Sivan’s curiosity and creativity meet Penfolds timeless craft, transforming travel moments into cultural milestones for global travellers.

“Alongside Heinemann, we invite discerning travellers to own a piece of this extraordinary partnership, where luxury wine evolves into personal storytelling and unforgettable journeys.”

Each 750ml bottle is hand wrapped in tissue paper printed with one of twenty images selected from Troye’s personal camera roll.

Each 750ml bottle (RRP AuS$120) is hand wrapped in tissue paper printed with one of 20 images selected from Troye’s personal camera roll – each image is a moment of inspiration and connection to be collected and treasured.

The magnum edition, handcrafted by South Korean artist Rahee Yoon, is limited to just 20 pieces, making it an exceptionally rare collector’s item, available by expression of interest only.

Beyond the striking translucent red-and-white designs, the wine is said to reflect Troye’s ‘expressive, approachable character and casual elegance’.

The collaboration’s GTR debut location marks the second time that the brand has secured a high-profile place in the iconic fashion zone.

The eye-catching spaces showcase photos of Troye Sivan alongside video footage of the collaboration.

Two of the ultra-rare 1.5L magnums are available at SYD.

Shoppers can discover the 750ml gift boxes alongside two of the ultra-rare 1.5L magnums, each accompanied by Troye’s signed project note, unique perforated image, branded assembly gloves, and Rahee Yoon’s custom acrylic housing.

“Prestige shopping at Sydney Airport has been elevated with the Penfolds Bin 389 Designed by Troye Sivan launch, perfectly capturing the pulse of the modern, creative, and inclusive culture of Australia,” said Ranjith Menon, Regional Purchasing Director at Heinemann Asia Pacific.

“Spanning our premium wines and spirits offering and the fashion-forward Gatezero concept, the collaboration breaks new ground for our prestige wine offering and our longstanding partnership with Penfolds.

“We are proud to offer this world-first partnership and the exclusive magnum drop to our discerning travellers seeking rare and culturally charged experiences.”

Troye Sivan follows in the footsteps of Penfolds first Creative Partner, Nigo, founder of Human Made and Artistic Director of Kenzo.

Commented Sivan: “This partnership with Penfolds is a dream creative dialogue for me. Penfolds and I share a passion for culture and creating moments that matter. Together, we aspire to produce catalysts for connection.”

Bin 389 Designed by Troye Sivan is available globally from March 2026 via luxury retail, global travel and direct-to-consumer channels.

Further collaborations between Penfolds and Troye Sivan will be announced throughout 2026.

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