TWE launches Penfolds V into travel retail at Sydney International

By Kristiane Sherry |

Penfolds V is displayed using lighting to emphasise its five vintages.

Treasury Wine Estates (TWE) has released Penfolds V, its latest Chardonnay blend, into travel retail in partnership with Heinemann Australia at Sydney International Airport. 

Described as a ‘one-of-a-kind’, Penfolds V is a multi-vintage Chardonnay made using fruit from five of Yarrarna’s most celebrated vintages: 2011, 2012, 2014, 2016 and 2021.

The “complex and expressive” release is limited to 2,200 bottles, and has been blended by Peter Gago, Penfolds’ Chief Winemaker, and White Winemaker Kym Schroeter.

Described as an “evocative” wine, Penfolds V is said to offer concentrated aromas of lemons, spices, stone fruits, a touch of lanolin, and grapefruit, but “nary a hint of oak”.

An expected sell-out

Sydney International is the only global travel location where Penfolds V will be available on-shelf. TWE added that it expects the release to sell out quickly. 

The expression has been pre-sold in Penfolds’ direct-to-consumer channels, through VIP dinners, and by the brand’s private relationship managers. 

Penfolds V will be displayed on a plinth at Sydney, lit by five V-shaped lighting strips to emphasise the wine’s five vintages. 

“We are delighted to announce this partnership between Sydney International Airport and Penfolds, two Australian icons that share a commitment to showcase the rich heritage and world-class quality of Australia’s finest,” said Penfolds’ Director of Global Travel Retail and Global Hotels, Daevid Warren.

“As Penfolds’ reputation for innovation and exclusivity strengthens, we are committed to leveraging the travel retail channel to amplify the excitement around launches and offer shoppers the opportunity to explore some of our most sought-after bottlings.” 

‘Exceptional’ quality

George Tsoukalas, Managing Director of Heinemann Australia, added: “Penfolds V is a testament to the exceptional quality and craftsmanship that Penfolds is known for. 

The label displays the five vintages that make up Penfolds V.

“We are honoured to partner with Penfolds to launch Penfolds V at our Heinemann Tax and Duty Free store at Sydney International Airport, and we are confident that our customers will appreciate the chance to discover this limited release product.” 

In addition to its in-bottle sales at Sydney, Penfolds V is also available for purchase online in Singapore on Lotte’s Penfolds premium brand page. King Power will release the bottling in Bangkok via a private dinner with their prestige customers. 

Late last year, Penfolds restructured its GTR team to better enable it to ‘lead’ the wine category in the channel.


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