Penfolds celebrates 180 years of winemaking excellence at TFWA Cannes 2024
Penfolds marked a milestone in its 180-year history at the TFWA World Exhibition & Conference in Cannes. Select partners and customers were invited aboard The Yacht ALEXANDRA for an exclusive showcase of the brand’s latest innovations. With global travel as a key growth channel, Penfolds used this intimate gathering to highlight its evolving role as a global luxury icon, crafting unforgettable experiences for today’s discerning travelers. The event featured a captivating blend of luxury wine tastings, interactive zones, and exclusive previews, designed to engage and inspire the global travel community.
Michael Jackson, Global Director Global Travel at Penfolds, commented, “This year’s Cannes showcase was extra special as we marked 180 years of Penfolds. In an evolving luxury landscape that increasingly values meaningful experiences, we wanted every element of this event to reflect that. By sharing our latest innovations, we invited our partners to explore the craftsmanship and vision that define Penfolds, while also embracing the exciting future that lies ahead. This moment reinforced our commitment to ‘venturing beyond’ the conventional and shaping the future of luxury retailing in the global travel space.”
An immersive experience for Penfolds partners
Anchored in the Vieux-Port de Cannes, the 27-meter Yacht ALEXANDRA provided the perfect backdrop for Penfolds to engage its partners on a deeper level, offering a glimpse into the future of luxury retailing in global travel. The showcase featured three key interactive zones, each designed to take Penfolds partners on a journey of discovery:
City Explorer Pack – a travel retail exclusive
Penfolds introduced the City Explorer Pack, a special edition gift set available as an exclusive gift with purchase, commemorating its 180th anniversary. Tailored to eight iconic cities, including London, Sydney, Hong Kong, and Singapore, the collection reflects Penfolds global reach and luxury appeal. Each pack features two iconic, single country of origin Bin wines – made up of one or a combination of Bin 169 Coonawarra Cabernet Sauvignon and Bin 150 Marananga Shiraz, both from Australia. Encased in a signature silver suitcase tin adorned with a city-themed travel belt and customizable luggage tags, the City Explorer Pack launches this December, embodying a sense of place and celebrating Penfolds connection to the world’s most sought-after destinations.
Digital Sommelier 2.0 – an enhanced wine selection experience
Building on the success of its original launch in May 2023, the Digital Sommelier was reintroduced in a dynamic, visual-led format. This upgraded tool enhances the wine selection process for travelers with an interactive, gamified experience that boosts engagement and enjoyment. Featuring a modernized user interface with refreshed gamified elements and fun on-screen motion, the Digital Sommelier 2.0 is designed to make exploring the extensive Penfolds wine portfolio more engaging and immersive. This latest iteration showcases Penfolds commitment to integrating technology with luxury, offering a sophisticated and personalized journey that captivates global travelers.
Wine Charms – a preview of future luxury accessories
In keeping with its spirit of innovation, Penfolds offered an exclusive first look at its forthcoming Wine Charms, luxury accessories designed to elevate the at-home wine experience.
A curated wine tasting experience
One of the event’s key highlights was the Wine Tasting Experience, where guests were guided through Penfolds most iconic releases. Upon arrival, guests were greeted by a Penfolds host at Quayside, with cloaking services provided to ensure a fully immersive experience. Led by Penfolds Brand Ambassador Toby Amphlett, the tasting featured wines such as 2008 Bin 169 Coonawarra Cabernet Shiraz and 2018 Superblend 802.B Cabernet Shiraz, providing a deeper insight into Penfolds craftsmanship and legacy.
The tasting highlighted the collectability and ageability of these fine wines by allowing guests to experience how they have evolved over time. The 2008 Bin 169, resurrected after its original 1973 vintage, was presented alongside the recent 2019 release, offering a rare opportunity to appreciate the wine’s enduring quality and evolution. Guests also sampled the 2008 Bin 620 Cabernet Shiraz, which offered more context for the Superblend series and culminated in the tasting of the 2018 Superblend 802.B – a released poised to become a collector’s favorite. This exclusive selection emphasizes Penfolds commitment to crafting exceptional wines from the finest grapes, ensuring that each vintage continues to build on the brand’s reputation for excellence.
Global travel: a collaborative platform for luxury
Penfolds views global travel as an essential platform for expanding its reach and showcasing its heritage and innovation. Through close collaboration with retail partners, Penfolds is committed to delivering award-winning campaigns and exclusive offerings that elevate the luxury experience for travelers. The showcase at TFWA World Exhibition & Conference in Cannes demonstrated the brand's ability to engage its partners and create unique, memorable experiences that align with its vision for the future of luxury wine retail.