More than 100 wine lovers attended the Penfolds ‘All About Shiraz’ wine appreciation sessions held at Changi Airport over the weekend of March 13 and 14.
The six sessions were fully registered, and guests included the airport’s Changi Rewards loyalty programme members.
Sam Stephens, Brand Ambassador for Asia, Penfolds said: “The exclusivity of a Penfolds premium wine tasting experience, held inside the world’s best airport, was definitely a unique opportunity for frequent flyers and for me personally.
“I was thrilled to have been able to share Penfolds’ top five expressions of Australia’s most famous grape, Shiraz, which included our coveted icon Penfolds Grange.”
Guests explored and tasted a collection of Penfolds’ Shiraz wines, including the 2017 Bin 28 Kalimna Shiraz, the 2018 Bin 128 Coonawarra Shiraz, the 2017 Bin 150 Marananga Shiraz, the 2017 RWT Bin 798 Barossa Valley Shiraz and the 2015 Grange.
OPPORTUNITY TO PURCHASE
At the end of the tasting, those who attended the Penfolds Shiraz appreciation sessions had the opportunity to purchase the wines directly from Lotte Duty Free stores at duty and tax absorbed prices.
This experience was part of the extended Shopping Experience Event organised by Changi Airport Group.
Simon Carter, General Manager, Global Travel, Treasury Wine Estates commented: “Treasury Wine Estates remains highly committed to the travel retail sector and we’re extremely pleased with the response to this unique and exclusive Penfolds tasting event in partnership with Changi Airport Group.
“The Airport Shopping Experience Event initiative is a great example of how the airport is exploring new and exciting ways to reconnect and engage with travellers at a time where travel remains restricted.
“These events were hugely successful for Penfolds, Lotte Duty Free and Changi Airport Group and we’re looking forward to more opportunities to engage and excite travellers with our luxury wines.”
As part of the ongoing partnership with Changi Airport to delight Changi Rewards members and partners, Penfolds is to organise another tasting over the weekend of April 24 and 25 for its new Penfolds California Collection of four wines.
The 2018 Quantum Bin 98 Cabernet Sauvignon and 2018 Bin 149 Cabernet Sauvignon are the two flagship wines leading the collection, which was launched globally on 4 March 2021. The collection is a travel retail exclusive for the Singapore market.
Carter added: “The next Penfolds tasting weekend will provide another opportunity for travellers to experience our luxury wines. For the first time, consumers will get to experience the new California Collection, which has received exceptional scores from leading wine critics from around the world.
“Changi Rewards members will no doubt enjoy the opportunity to experience the California Collection and learn more about Penfolds.”
Changi Airport Group has organised appreciation sessions dedicated to spirit or wine houses where brands can showcase and share stories behind their range of prestige products sold in the airport.
Gwyn Sin, General Manager of Airside Concessions at Changi Airport Group said: “We are glad to offer a select group of our Changi Rewards members the rare privilege to experience Penfolds products in such an intimate setting at this by-invitation-only event.
“With the support of our partners, we hope to bring more unique events and shopping experiences to Changi’s shoppers.”
Penfolds’ wines are available for purchase from the iShopChangi website.
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