Penfolds has opened its newly remodeled permanent boutique at Sydney Airport’s T1 international terminal, strengthening its partnership with Heinemann Oceania. The 44.6sq m shop-in-shop, unveiled on Sept. 7, is the brand’s largest worldwide and features Penfolds’ first global concept design.
The boutique sits on the terminal’s main retail walkway and has been redesigned to improve visibility, navigation and the premium wine shopping experience for international travelers.
Penfolds said the new format uses dedicated zones to showcase wines from its four countries of origin, alongside gifting options, luxury wines and limited releases.
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READ THE STORYThe concept takes design cues from the brand’s red bottle cap, with architectural features and layered shades of red used across the space. A rotating feature zone will be updated during the year to highlight new launches, limited editions, seasonal campaigns and gifting occasions.
The range includes Penfolds Collection wines, including Grange and the Penfolds Bins, as well as Holiday and Chinese New Year releases. Travel retail exclusives include the Penfolds City Explorer Packs, which are premium duo gift boxes tailored to 13 travel retail destinations.
The boutique also stocks limited wines including the Bin 389 Designed by Troye Sivan 1.5L Magnum. Only 20 bottles are available globally, with two allocated to Heinemann Oceania for Sydney.
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During the launch period, travelers can access exclusive tastings by checking with brand ambassadors in-store before departure. The space also includes a dedicated gift-wrapping area.
Michael Jackson, global director, global travel at Penfolds, said: “Travel retail continues to provide exciting opportunities to inspire shoppers through premium luxury experiences that extend beyond the traditional retail environment.”
He added: “Our new Sydney Airport boutique reflects our continued investment in the channel, combining immersive design, expert guidance, gifting solutions and a compelling portfolio of wines to encourage travelers to explore the world of Penfolds.”
Rosi Fernandez, managing director at Heinemann Oceania, said: “The new Penfolds boutique is exactly the kind of experience we want to create for Sydney Airport, something worth stopping for and, ultimately, worth travelling for.”
Sydney Airport general manager retail Gail Taylor said: “Penfolds is one of Australia’s most iconic luxury brands and this investment enhances the premium retail experience we offer millions of international travellers each year.”
Penfolds has operated for more than 180 years and is known for wines including Grange, Bin 707 Cabernet Sauvignon, Bin 407 Cabernet Sauvignon and Bin 389 Cabernet Shiraz.
