Leading Australian winemaker, Penfolds – a brand within the Treasury Wine Estates (TWE) portfolio – has launched a travel retail exclusive gift pack for Bin 389, presenting the Shiraz Cabernet blend often referred to as ‘Baby Grange’ in a giftable and reusable carry pack, which will be available in select travel retail locations from 1 October.
Penfolds believes that the new Bin 389 GTR Exclusive Travel Gift Pack falls in line with the company’s ambition to grow the premium wine category in the channel, delivering a compelling reason for shoppers and consumers to trade up, either for a special gift or a moment of self-indulgence.
The gift pack targets the 38% of travellers whose purchasing drivers include travel retail exclusivity and new product launches (Source: PI Research).
The design of the gift pack reinterprets the hoops of a wine barrel, and can be repurposed, giving it strong secondary usage appeal, or kept as an ornament.
“We are excited to launch this stunningly designed Gift Pack which showcases our iconic Bin 389 wine in travel retail,” said Pieta Jordan, Head of Marketing, Global Travel Retail.
“This new and exclusive pack provides Penfolds with the opportunity to not only tap into travel retail shoppers’ desire for new and unique offerings, but also to lean directly into the gifting occasion, knowing our latest research highlighted gifting as the number three reason why wine consumers visit the wine category.
“In collaboration with our key retail partners, Penfolds will drive awareness of this new pack through compelling activations in store in the lead up to the festive season, making this perfect for the upcoming gifting period.”
The Penfolds Bin 389 Travel Pack 750ml has an RRP of AUD$105.