This collectible offers travellers the chance to customise wine charms – available as a gift with purchase on select Penfolds wines – by transforming it into a personal ritual.

Winemaker Penfolds has introduced a new gifting experience to global travel retail (GTR) with the launch of its limited-edition Penfolds Wine Glass Charms, available from July to August 2025 at key airports in Singapore, Hong Kong, Sydney, and Melbourne.

Penfolds noted gifting remains a key driver in the GT wine category, as the business noted its Penfolds Wine Glass Charms answer this demand with a keepsake that elevates the experience of drinking wine, turning a glass of wine into a personal celebration.

Travellers who purchase select Penfolds wines will receive either a customisable set of four charms, presented in the iconic Penfolds red gift box with a polishing cloth and gift wrap, or a single charm of their choice, beautifully packaged in a Penfolds gift bag – depending on their purchase.

Michael Jackson, Global Director – Global Travel, Penfolds, said: “Penfolds has always stood for craftsmanship, storytelling, and celebration. With our new Penfolds Wine Glass Charms, we’re expanding how travellers experience the brand beyond the wine, into moments of personal meaning.

This offering is not just about gifting; it’s about creating a lasting impression through customisation, collectability, and elevated design. It’s a fresh expression of luxury, tailored to the evolving needs of the global traveller.”

While the GT edition includes travel-exclusive charms, Penfolds Wine Glass Charms will also be available for purchase at the Magill Estate Cellar Door and on its website.

Each charm features contemporary designs that reflect the Penfolds brand world.

Travellers can create their sets by selecting from a curated range of collectible designs, including the Penfolds ‘P’ monogram, wine bottle, and cork, alongside a full alphabet for further personalisation.

Penfolds noted its Wine Glass Charms tap into two consumer trends: personalisation and meaningful gifting.

With 71% of consumers worldwide expecting personalised experiences (Next in Personalisation 2021 Report, Mckinsey) and the personalised gifting market projected to reach US$52.8 billion by 2030 (Personalised Gifts, Market Research.com), Penfolds said it is well positioned to meet evolving traveller expectations by blending timeless luxury and playful self-expression.

Travel-inspired emblems, such as an aeroplane and globe, are exclusive to global travel retail.

The launch is supported by high-impact activations at key airport locations designed to evoke the elegance of high-end jewellery and fragrance counters, complete with customisation stations and showcases that spotlight each charm as a collectible piece.

Highlights include shop-in-shop experiences in Singapore, Hong Kong, and Melbourne, alongside a dedicated pop-up in Sydney, supported by digital screens and tactile discovery zones.

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