Penfold’s event in Cannes took place on the 36-metre yacht Preference 19.

Penfolds made an impressive return to the TFWA World Exhibition & Conference in Cannes this year, unveiling a showcase that reflected the brand’s evolution as a global luxury icon and the continued expansion of its international winemaking story.

Hosted aboard the 36-metre yacht Preference 19, the Penfolds experience invited partners and selected guests to explore a curated selection of fine wines spanning four countries – Australia, the United States, France and China – each expression shaped by its origin yet united by the distinctive Penfolds House Style.

Global terroir, one Penfolds identity

Guests were guided through a tasting journey that illustrated Penfolds’ global footprint and the craftsmanship that underpins its winemaking philosophy. Wines showcased included Bin 389 Cabernet Sauvignon Shiraz from Australia, FWT 585 Cabernet Sauvignon Merlot Petit Verdot from France, Bin 600 Cabernet Shiraz from the United States, and CWT 521 Cabernet Sauvignon Marselan from China.

Each wine was presented as a testament to Penfolds’ ability to maintain balance, structure and longevity across different terroirs, demonstrating that its pursuit of excellence transcends borders.

Beyond the bottle: storytelling and gifting

Michael Jackson, Global Director, Global Travel at Penfolds, said the Cannes showcase represented both a celebration of the brand’s journey and a preview of what lies ahead for Penfolds in global travel retail.

Wines showcased included Bin 389 Cabernet Sauvignon Shiraz from Australia and FWT 585 Cabernet Sauvignon Merlot Petit Verdot from France.

“TFWA Cannes is an opportunity for Penfolds to celebrate our continued evolution as a global winemaker and share what’s next,” he said. “In global travel, we see opportunity to engage consumers through gifting and celebration, brought to life by distinctive releases like our limited-edition gift boxes and wine glass charms. Designed around storytelling, personalisation and gifting, the TFWA Cannes yacht experience invited guests to explore how Penfolds brings its world to life beyond the bottle.”

Craftsmanship and creativity in travel retail

Alongside the wine selection, Penfolds presented a series of upcoming gifting and lifestyle concepts tailored for travel retail. These include the From Penfolds to the World Collection, a holiday release inspired by global postage and travel; the Lunar New Year Horse Collection, celebrating the Year of the Horse through intricate paper-cut artistry; and the Penfolds City Explorer Packs, a travel-exclusive range that captures the brand’s connection to key cities such as Sydney, Hong Kong and Singapore.

Penfolds also presented a series of upcoming gifting and lifestyle concepts.

Further highlights included the Grange Leather Carrier, created to mark the 75th anniversary of Penfolds Grange in 2026, and the Penfolds Wine Glass Charms, collectible accessories that elevate the ritual of wine enjoyment.

A global brand built on heritage and innovation

The experience aboard Preference 19 showcased not only Penfolds’ multi-country winemaking credentials but also its expanding vision as a lifestyle brand within global travel retail. With storytelling, craftsmanship and connection at its core, Penfolds continues to define what luxury means for a new generation of travellers – where discovery and celebration are part of the journey itself.

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