Penfolds spotlights limited editions with Dufry at Melbourne Airport

By Faye Bartle |

Penfolds limited editino Venture Beyond activation with Dufry at Melbourne Airport.

Penfolds limited edition Venture Beyond activation with Dufry at Melbourne Airport.

International travellers at Melbourne Airport have been able to indulge in a selection of limited edition Penfolds wines this month, thanks to the brand’s latest collaboration with Dufry.

Both the limited edition Venture Beyond Bin 389 Cabernet Shiraz Rocket Tin (RRP AUD$100/around US$68.50) and the Bin 28 Shiraz Crater Tin (RRP AUD$50/around US$34) have been available to buy at the hub throughout August via the dedicated Penfolds activation.

It plays on the brand’s first global brand thematic ‘Venture Beyond’, which was announced earlier this year and delves into the world of space exploration.

For shoppers, this has given rise to ‘playful experiences and out-of-this-world activations’ designed to ‘capture the imagination of global luxury consumers’.

“With the steady increase of international passengers through Melbourne, it’s exciting to once again be working with some our key partners to bring the theatre and excitement back to travel retail,” said Tanya Leivers, Country Commercial Manager, Dufry.

Penfolds limited edition Venture Beyond activation with Dufry at Melbourne Airpor

Penfolds limited edition VeThe Thiénot x Penfolds Champagne Brut Rosé NV is also highlighted in a bespoke display.

“By showcasing a strong product offering, coupled with a striking visual display and staff on hand to give advice, Penfolds has demonstrated again why they are leaders in the duty free retail landscape, delighting our customers with a unique travel experience.”

The Thiénot x Penfolds Champagne Brut Rosé NV (RRP AUD$90/around US$62) is also highlighted in a bespoke display, capitalising on its “positive reception from consumers around the globe”.

“The introduction of ’Venture Beyond’ as our global thematic is a strategic shift for Penfolds from ‘fine wine’ brand to ‘global luxury icon’,” commented Daevid Warren, Director – Penfolds Global Travel Retail and Global Hotels.

“It’s exciting to showcase the Venture Beyond packs and Champagne Brut Rosé NV at Melbourne Airport, as international travel returns”.

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