Penfolds' Digital Sommelier at T Galleria by DFS, Macau,Shoppes at Four Seasons
Treasury Wine Estates (TWE) brand Penfolds has unveiled a Digital Sommelier program to simplify the wine discovery experience for travelers. This exclusive travel retail initiative aims to assist shoppers who may feel overwhelmed or intimidated by the extensive wine selection in duty free shops.
Unveiled for the first time this month at T Galleria by DFS, Macau, Shoppes at Four Seasons, the Penfolds Digital Sommelier streamlines the wine selection process for shoppers, allowing them to easily explore both limited edition and bestselling wines. This includes 34 wines from the lines of Penfolds Bin, Superblend, Grange and the travel-exclusive Cellar Reserve. Leading shoppers through a meticulously designed questionnaire, the Digital Sommelier ensures a seamless journey towards discovering their most ideal wine, tailored to their individual palate, occasion and budget.
Each wine in the Digital Sommelier program has a dedicated page offering comprehensive insights into the wine varietal, region and peak drinking window. Shoppers can delve further into Penfolds’ exceptional wines through a QR code, providing access to product information and tasting notes on the Penfolds website.
Sam Stephen, Head of Brand Ambassador and Education for Penfolds International, along with a team of in-house experts, shaped the program that is targeted at two distinct traveler profiles: the ‘New Luxurian’ who reflects the values of the new wave of luxury and is motivated by immersive experiences and unique gifting options; and the 'Connoisseur,' who possesses a high knowledge of wines, buying them mainly for gifting, collection or cellaring.
Penfolds’ Digital Sommelier
Lina Lim, Global Marketing Manager GTR at Penfolds, said, "By giving our consumers unique and personalized wine recommendations, we aim to help travelers find their Penfolds match effortlessly and have some fun at the same time. Underpinned by Penfolds' spirit of innovation and experimentation, we are thrilled to blend technology with our expertise in crafting memorable wine experiences for all travelers and showcase Penfolds as an icon of luxury in travel retail. We look forward to sharing the Penfolds Digital Sommelier with more travelers around the world this year as we introduce the concept in new strategic locations with key partners."
Penfolds’ Digital Sommelier centers on the concept, 'Find Your Penfolds Match,' but goes beyond virtual wine recommendations to create a dynamic platform that fosters customer engagement, education and relationship management. It integrates three key strategic elements: a digital-first approach that revolutionizes traditional retail and engages customers in immersive digital experiences; a bespoke, luxurious showcase crafted specifically for travel retail; and a strong commitment to sustainability resonating with the values of today's environmentally-conscious travelers.
Elegantly encapsulated in a user-friendly device, the Penfolds Digital Sommelier delivers an immersive user experience. To ensure global inclusivity, the Penfolds Digital Sommelier supports both English and Mandarin.
Following an exclusive preview to partners and industry professionals during the TFWA Asia Pacific Exhibition & Conference in Singapore, the Penfolds Digital Sommelier made its first public appearance on a 24" interactive screen at T Galleria by DFS, Macau, in June 2023. Its primary objectives were to increase foot traffic to the Penfolds shop-in-shop, expand shoppers' basket size and enhance conversion rates from consideration to purchase, thereby bolstering Penfolds' overall sales.
Shoppers at the Macau pop-up had the opportunity to discover their perfect wine from a specially curated selection of 34 Penfolds wines, including highly acclaimed offerings such as Grange, Bin 389, RWT Bin 798, St. Henri and Bin 407, at the recommendation of the Digital Sommelier.
In this Macau debut, the Digital Sommelier program has already contributed to a reduction in environmental impact by minimizing the requirement for printing and shipping sales materials that are traditionally used for brand education. As the program extends its reach to new global locations, its environmental impact is anticipated to diminish further.
Christophe Marque, President Merchandising at DFS Group, commented, “DFS continues to embrace technology and innovation in the pursuit of unforgettable service for our customers. We are very proud that our brand partner Penfolds has chosen T Galleria by DFS, Macau, as the first travel retail store globally to pilot this personalized, multi-lingual and customer-centric tool to the thousands of travelers we serve every day. This is in line with DFS’ own quest to build trusted customers’ connection via exceptional services and we are very welcoming to such collaborations.”
The subsequent rollout of Penfolds’ Digital Sommelier program is planned for Melbourne Airport departures in partnership with Lotte later this year.
