International passengers passing through The Nuance Group’s SYD Airport and F1RST Tax and Duty Free stores between now and June will be able to sample some of Australia’s most sought-after wines with the release of the latest Penfolds Bin series at Nuance’s World of Wine concept.

Travellers are being invited to a degustation [tasting] of the Penfolds selection with a newly-created ‘cellar door’ experience and a luxury walk-up bar at SYD Airport Tax and Duty Free. 

Samples from the Penfolds Bin range on offer include the Bin 389 Cabernet Shiraz; Bin 407 Cabernet Sauvignon; Bin 138 Barossa Valley Grenache Shiraz Mourvedre; Bin 128 Coonawarra Shiraz; and Bin 28 Kalimna Shiraz. Dual-bottle special deals are also being made available.

In addition, Nuance says that the Penfolds Super Premium wines – including the long-awaited Penfolds Grange 2006 vintage, Bin 707 Cabernet Sauvignon, St Henri and Magill Estate – will be on display at the in-store bar when they are released on May 5.

DIRECT INTERACTION
This new initiative provides an opportunity for travellers to explore the range in a relaxed environment and speak directly to cellar door staff flown in from Penfolds Magill Estate in South Australia. It also demonstrates Nuance’s commitment to specialising in premium luxury wines, according to Veronica Egan, Nuance Business Manager – Wine & Champagne.

She said: “At Nuance we are partnering with wineries who understand our commitment to excellence and who set the benchmark in producing world-class wines. It’s very exciting and only the start of more things to come.”

Nuance Director at Sydney Airport Ivo Favotto says the availability of exclusive wine brands such as Penfolds is helping Australian wine become a ‘destination product’. He said: “Wine isn’t just another in-store category – it is a destination product. It’s like a souvenir from Australia – a must-buy for the every-day Australian as a gift, the business-person and the international traveller. 

“By showcasing it in a prime location in our store, we hope to strengthen that positioning as well as the Penfolds’ brand.”

BROADER EXPOSURE
With China now the biggest market in the world for many luxury brands, Chinese buyers search the world for scarce Penfolds wines. “The airport is a different market – it’s a chance to expose the brand to the broader world,” says Favotto.

Penfolds Ambassador Jamie Sach has led the teams at the SYD Airport and F1RST stores in Melbourne, Brisbane, Cairns and Perth through a masterclass tasting of the Bin wines to ensure they were ready to impart their knowledge to travellers.

The Penfolds ‘luxury walk-up bar degustation’ runs until May 31.