Penfolds celebrates Year of the Snake with GTR campaign

Penfolds marks its return to Chinese consumers with an extensive Lunar New Year campaign featuring limited editions and immersive retail experiences across major Asian hubs
Penfolds has unveiled its Year of the Snake limited-edition collection, supported by an extensive travel retail campaign across key Asian and Middle Eastern hubs that marks the brand's significant return to Chinese consumers.
The collection features bespoke Lunar New Year gift boxes adorned with snake-scale motifs in metallic gold, red and teal blue. Available at major travel hubs including Shanghai, Melbourne, Dubai, Hong Kong and Singapore, the range spans from the iconic Grange to a new 750mL format of Bin 389.
"The Year of the Snake represents wisdom, refinement and new beginnings – qualities that reflect what Penfolds is all about," says Michael Jackson, Global Director Global Travel at Penfolds. "Our limited-release collection honors cultural traditions while bringing people together over a shared love of great wine."

A prominent HPP space at Sunrise Duty Free celebrates the return of Australian Penfolds to Chinese consumers, inviting travellers to “Celebrate Limitless Possibilities.”
The campaign transforms major airport retail spaces into immersive brand experiences. Shanghai Pudong Airport features a prominent space at Sunrise Duty Free celebrating Penfolds' return to Chinese consumers. Melbourne Airport showcases a serpentine gondola display, while Dubai Duty Free combines traditional displays with digital screens.
Hong Kong International Airport hosts dual activations: a shop-in-shop with floor-to-ceiling LED and 3D displays, plus a separate HPP in departures. Singapore Changi Airport's activation focuses on themes of prosperity and cultural connection.
The collection includes several flagship wines with specific cultural significance: Bin 707 Cabernet Sauvignon representing wisdom, Grange 2020 embodying strength, RWT Bin 798 Barossa Valley Shiraz symbolizing refinement, and Bin 389 Cabernet Shiraz in both magnum and 750mL formats celebrating new beginnings.
Aligning with sustainability goals, all gift boxes are produced using 100% recyclable materials, reflecting the brand's commitment to responsible luxury practices.