Treasury Wine Estates partners DFS Changi in Penfolds promotion

Source: ©The Moodie Report

By Melody Ng, Asia Bureau Chief

Penfolds is celebrating the recent launch of the latest vintage of its Icon and Luxury Collection and Bin Series by partnering with DFS for a two-month promotion in Changi Airport.

The promotion, which runs throughout June and July, is aimed at driving recognition and rate of sale of Penfolds as it increases its presence in the global travel retail market.

The promotion will see Penfolds’ Icon and Luxury Collection, including the 2008 Grange, placed on nested table designs in DFS stores in Arrivals and Departures across Terminals 1, 2 and 3. The highly regarded 2008 Grange was awarded a 100-point score in March by Robert Parker’s Wine Advocate and this month awarded a 100-point score by one of America’s leading wine titles, Wine Spectator magazine.

Treasury Wine Estates Commercial Director for Global Travel Retail Tom King said: “We are excited to partner with DFS for this promotion for Penfolds in Changi Airport – one of the world’s most respected wine brands in one of the world’s most iconic luxury airports.

“We are focused on showcasing the very best of Penfolds’ highly regarded Icon and Luxury Collection in the very best of global duty free retail – and you will see more activity emerging throughout the next 12 months.”

DFS Changi Airport General Manager Parker Gundersen said: “We are thrilled to feature the 2008 Grange in our stores at Changi Airport. The unique legacy of the Grange label makes it a very appealing product for customers and the 100 point ratings reaffirm its exceptional quality.

“We are really happy to be working in partnership with Penfolds to feature the 2008 Grange in Changi Airport and for their continued partnership in providing an exciting range of products for our customers.”

The Penfolds promotion, which runs throughout June and July, features the brand's Icon and Luxury Collection in DFS stores across Changi Airport’s Terminals 1, 2 and 3