Penfolds unveils exclusive Bin 180 commemorative wine at Melbourne Airport
The wooden cases meticulously constructed from staves of Penfolds French oak barrels stand as a testament to the to the artistry and heritage that Penfolds brings to the world of fine wine. Further enhancing the offering a 750ml gift box complements the range. Echoing the aesthetics of the 3L tier this packaging is crafted from rigid cardboard with a wood paper texture
Penfolds, renowned for its commitment to experimentation, curiosity, and uncompromising quality since 1844, is celebrating its 180th anniversary with a rare commemorative wine release. The limited-edition Penfolds Bin 180 Coonawarra Cabernet Shiraz 2021 is being showcased at a prestigious global travel activation within Melbourne International Airport, in partnership with Lotte Duty Free.
The centerpiece of this exhibition is the ultra-rare 3L Bin 180, one of only eight available worldwide, offered exclusively in travel retail through Lotte Duty Free at Melbourne Airport. The 3L jeroboam, which sold on August 9th, just nine days after its initial display, was presented alongside 1.5L bottles and 750ml gift boxes, offering travelers and wine enthusiasts a unique piece of Penfolds history.
Visitors to Melbourne International Airport can experience Bin 180 at a specially designed Penfolds activation space, which also serves as a photo opportunity with the 3L jeroboam, creating a memorable moment with this exclusive piece of Penfolds heritage.
Michael Jackson, Global Director of Penfolds Global Travel, stated: "As we commemorate 180 years, we also celebrate our legacy of excellent craftsmanship and pioneering spirit. This activation with Lotte at Melbourne International Airport allows us to share a rare piece of history with the world – the Bin 180 Coonawarra Cabernet Shiraz 2021. This limited-edition symbolizes eighteen decades of innovation, invention, trials, and triumphs, and is a testament to Penfolds enduring pursuit of perfection." He added, "The 3L collector's edition represents the zenith of luxury and exclusivity, aligning itself with consumers' growing desire for luxury and unique experiences within global travel. We are excited to collaborate with Lotte Duty Free on this extraordinary release, and to share our passion and heritage with travelers from across the globe."
The booklet that comes within the Bin 180 gift box
The Penfolds Bin 180 Coonawarra Cabernet Shiraz 2021 is a masterful blend of Block 10 Cabernet Sauvignon and Block 5 Shiraz, both renowned for their distinct terroir expressions. Block 10's ancient terra rossa soils impart a unique minerality to the Cabernet Sauvignon, enhancing its aging potential. Block 5, with its cooler microclimate and rich loamy soils, contributes depth and velvety texture to the Shiraz. Together, these parcels exemplify the quintessential Penfolds fruit profile: balanced, powerful, and beautifully structured, promising longevity and complexity.
The packaging for the rare 3L jeroboam Bin 180 wines is a natural extension of the fine wine within, expressing refined taste through contemporary design. The wooden cases, crafted from staves of Penfolds French oak barrels, feature 18 barrel wood panels representing each decade of Penfolds history. A complementary 750ml gift box, echoing the aesthetics of the 3L tier, is crafted from rigid cardboard with a wood paper texture.
Steve Timms, CEO of Lotte, commented: "We are privileged to collaborate with Penfolds on this significant occasion. The luxury global travel space thrives on unique and exquisite offerings, and the Bin 180 collector's edition embodies this perfectly. We are eager to continue creating memorable experiences for wine enthusiasts from all corners of the world with Penfolds."
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