“Gifting and personalization sit at the heart of how we are shaping wine in global travel retail” – Penfolds’ Lina Lim

In this exclusive Q&A with Lina Lim, Global Marketing Manager, Global Travel Retail at Penfolds, Global Travel Retail Magazine learns more about the brand’s evolving global travel strategy as it works to meet changing consumer preferences and demands. This includes the execution of fun and personalized innovations like the launch of its limited-edition Penfolds Wine Glass Charms.

Available from July to August 2025 at key airports in Singapore, Hong Kong, Sydney and Melbourne, this exclusive collectible is designed for discerning travelers seeking meaningful, personalized gifts. By offering travelers the chance to customize elegant wine charms – available as a gift with purchase on select Penfolds wines – the company brings new meaning to gifting.

The launch is supported by high-impact in-airport locations. Premium displays evoke the elegance of high-end jewelry and fragrance counters, complete with customization stations and showcases that spotlight each charm as a collectible piece. Activation highlights include shop-in-shop experiences in Singapore, Hong Kong and Melbourne, in addition to a dedicated pop-up in Sydney, supported by digital screens and tactile discovery zones. According to the Penfolds team, these immersive touchpoints transform the act of gifting into a luxury ritual that is interactive, personalized and memorable.

Read on as we cover the wine category’s presence in travel retail, how this release ties into Penfolds’ position on added value and the consumer experience in the channel and more.

Global Travel Retail Magazine (GTR Magazine): How would you describe the wine category’s presence and/or progress in global travel retail? How can the category contribute to travel retailers’ portfolios in the channel?

Lina Lim (Lim): Wine has grown from a niche segment into a meaningful, high-engagement category in global travel. While IWSR’s 2024 data points to a slight decline in wine volumes, the premium segments continue to show resilience. Even as economic pressures temper the pace of premiumization, we are seeing wine hold its ground, driven by a shift in how consumers approach the category.

Travelers today are more intentional – ‘drinking less but drinking better’ – and looking for something that feels elevated, whether through storytelling, curated discovery, or emotionally driven gifting.

As price gaps between domestic and duty free markets narrow, the value is no longer just about cost savings, but the experience we build around it. This is where wine brings something unique to the table. It complements luxury spirits but also opens up cross-category opportunities like new occasions and expressions, from aperitif moments to cultural gifting rituals. There is space to innovate and inspire.

At its best, wine connects people. It invites memory-making and conversation. In global travel retail, that’s the kind of emotional engagement that can elevate the portfolio and unlock growth beyond the transaction.

GTR Magazine: Penfolds aims to be a category champion in global travel retail. How does the brand expect to impact the evolution of the category through gifting and personalization?

Lim: At Penfolds, we believe that wine is inherently personal. It is shared among friends, opened to mark special moments, or chosen as a gift that reflects taste and care. That is why gifting and personalization sit at the heart of how we are shaping wine in global travel retail, turning every interaction into something more considered and memorable.

We bring this to life by blending heritage with innovation. Our Lunar New Year campaign introduced limited-edition gift boxes featuring snake-scale motifs in festive colors, launched across key airports globally. With highlights like Grange, RWT 798, and a new release of Bin 389, the collection offered travelers culturally relevant gifting options in immersive and high-visibility spaces.

Then came Penfolds 65F by NIGO, a limited-edition collaboration with Japanese designer NIGO that reimagined our iconography through bold, design-led storytelling. Inspired by his visit to our Magill Estate and the iconic 65-foot chimney that once stood above the winery, the release was a full design experience. Details like the chalkboard wine tag and pencil paid homage to our handwritten cellar records, offering both heritage and a personal touch.

These activations show where we’re headed. We want to champion the category by pushing boundaries, blending design, culture, and emotion to keep wine relevant in the luxury space. Through these initiatives, we position wine as not only a worthy counterpart to spirits, but as a premium, personalized experience in its own right that speaks to today’s traveler.

GTR Magazine: How is the brand evolving its global travel retail strategy to meet changing consumer demands? Please discuss the recent launch of its personalized wine charms, along with any other creative initiatives.

Lim: Global travel has always been a unique space for discovery, and what we’re seeing now is a stronger desire from consumers for experiences that feel more personal and are more reflective of who they are.

At Penfolds, we are evolving our strategy to meet this demand through tactile and expressive elements that help bring our brand story to life in new ways. One of these is the launch of our Penfolds Wine Glass Charms. These aren’t just decorative pieces. Each charm is designed to represent a piece of our journey as a global luxury icon, while inviting consumers to make that story their own.

Whether it’s to mark a milestone, express a personal value, or enhance the ritual of enjoying a glass of wine, these charms offer a playful, collectible layer that adds depth to the Penfolds experience. We aim to build an emotional connection, not just at the moment of purchase, but also in the moments that follow – over dinner, through shared conversations, and as keepsakes that evolve with the individual.

This is just an example of how we are reimagining the role of luxury in global travel. We are moving beyond the product to create richer experiences and touchpoints that feel uniquely personal.

GTR Magazine: How does this launch tie into Penfolds’ position on added value and the consumer experience?

Lim: Penfolds has always offered more than just exceptional wines. We have built a reputation around exceptional wines that carry meaning, tell stories, and often become part of important moments in life.

The introduction of our wine charms builds on that foundation, bringing a new layer of personal expression to the Penfolds experience.

This reflects how we think about added value today, where it is not only about the quality in the glass, but also about creating experiences that feel thoughtful and complete. Personalization, storytelling, and a sense of connection are all part of that.

As we continue to grow as a global luxury icon, we will keep looking for ways to deliver this kind of richness across every channel, moment, and consumer touchpoint.

GTR Magazine: When it comes to how consumers shop for wine, Penfolds has transitioned its approach to be more experiential led. How has the brand updated its forms of communication and engagement with duty free shoppers?

Lim: Storytelling is at the core of how we engage. Whether it’s highlighting the craftsmanship and heritage behind each blend, or inviting travelers into imaginative new worlds, our goal is to spark curiosity and connection. We have gone into space and explored underwater – our thematic experiences continue to push creative boundaries.

In-store, this shows up in discovery-led layouts and interactive displays that turn education into something engaging. Digitally, we’re producing content that informs and inspires interest before, during, and after travel.

While we can’t reveal details just yet, our next thematic experience is already in the works. Stay tuned.