AUSTRALIA. Penfolds has launched two new limited editions at Melbourne Airport, in partnership with Dufry, as part of the wine brand’s ‘Venture Beyond’ campaign. These include the Venture Beyond Bin 389 Cabernet Shiraz Rocket Tin and Bin 28 Shiraz Crater Tin, available via a dedicated Penfolds activation during August.
Earlier this year, Penfolds announced it would venture into an “unexpected, exciting and visually powerful” world of space exploration – with the launch of the brand’s first global brand thematic – ‘Venture Beyond’. This is designed to capture the imagination of global luxury consumers through “playful experiences and out-of-this-world activations”.
