Treasury Wine Estates Takes Omnichannel Approach For New Penfolds Collection
Wineries treasury focuses on omnichannel engagement for the new Penfolds collection of wines, in response to the changing habits of buyers in the retail trade.
The inauguration Penfolds Collection California launched with duty-free retail partners in Asia-Pacific with âexecution strategies that included both online and offline initiativesâ that sought to engage consumers âwhere they currently shopâ.
The four-wine collection, launched at Sydney Intl Airport with Gebr Heinemann to coincide with the much-discussed travel bubble between Australia and New Zealand.
An in-store activation with âhigh impact visualsâ and video was rolled out to grab the attention of travelers on site, while the launch was also shared on social media.
Treasury Wine Estates Global Travel Retail Managing Director Simon Carter said: âWe are delighted to partner with Heinemann to launch the Penfolds California collection at Sydney Airport.
âThe resumption of travel between Australia and New Zealand was long overdue and an opportunity I knew we could not miss. Australia is home to thousands of New Zealanders and over half a million New Zealand born people live in Australia and we wanted Penfolds to be a part of those special reunion and homecoming moments.
âThis latest collaboration is a true testament to the strength and resilience of [our] partnership â, added Daniel Licari, Head of Alcohol, Tobacco and Confectionery at Heinemann Asia-Pacific.
First to market in Australia Duty Free, the Penfolds California Collection is a bold move to create in the United States what has been an Australian icon since 1844. We are proud to present the new line, which exemplifies the highest standards of Penfolds, an exceptional brand image and a significant investment for our travelers at Sydney Airport.
In Macau, the launch was carried out in partnership with DFS Group and presented a live event from the store. Broadcast on WeChat through Miss Macao 2019 Emily Yu, the event attracted 138,000 viewers. The Penfolds California collection was also presented in a floor-to-ceiling light box to attract in-store shoppers.
The collection consists of a Quantum Bin 98 Cabernet Sauvignon 2018; a Cabernet Sauvignon Bin 149 2018; a 2018 Cabernet Sauvignon Bin 704 and a 2018 Cabernet Shiraz Bin 600.