Penfolds releases limited-edition wine charms to elevate the art of gifting in global travel

Leading global winemaker Penfolds has introduced a new gifting experience to Global Travel (GT) with 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 – Penfolds brings new meaning to gifting by transforming it into a personal ritual and deepening emotional connection to its storied winemaking heritage.

Gifting remains a key driver in the GT wine category, with consumers seeking thoughtful, premium options for loved ones and themselves. Penfolds Wine Glass Charms answer this demand with a keepsake that elevates the experience of drinking wine, turning a simple glass of wine into a personal celebration. Travelers who purchase select Penfolds wines will receive either a customizable set of four charms, presented in the iconic Penfolds red gift box with a polishing cloth and gift wrap, or a single charm of their choice, beautifully packaged in a Penfolds gift bag – depending on their purchase.

Michael Jackson, Global Director – Global Travel, Penfolds, says, “Penfolds has always stood for craftsmanship, storytelling, and celebration. With our new Penfolds Wine Glass Charms, we’re expanding how travelers experience the brand beyond the wine, into moments of personal meaning. This offering is not just about gifting; it’s about creating a lasting impression through customization, collectability, and elevated design. It’s a fresh expression of luxury, tailored to the evolving needs of the global traveler.”

Each charm features contemporary designs that reflect the Penfolds brand world. Travelers can create their sets by selecting from a curated range of collectible designs, including the Penfolds ‘P’ monogram, wine bottle, and cork – each a nod to the brand’s winemaking legacy – alongside a full alphabet for further personalization. Travel-inspired emblems, such as an aeroplane and globe, are exclusive to GT.

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

Penfolds Wine Glass Charms tap into two powerful consumer trends: personalization and meaningful gifting. With 71% of consumers worldwide expecting personalized experiences, and the personalized gifting market projected to reach US$52.8 billion by 2030, Penfolds is well positioned to meet evolving traveler expectations by blending timeless luxury and playful self-expression.

While the GT edition includes travel-exclusive charms, Penfolds Wine Glass Charms will also be available for purchase at the Magill Estate Cellar Door and on Penfolds.com, enabling wine enthusiasts across select destinations to personalise the moment with Penfolds.