Penfolds names new creative partner to celebrate shared experience

Penfolds has named Australian singer-songwriter and actor Troye Sivan as its new creative partner in a landmark multi‑year collaboration that will take the brand into fresh creative territory and celebrate shared experience.

“Troye is a visionary whose influence spans music, fashion and design — and now, wine,” said Kristy Keyte, Penfolds’ chief marketing officer. “He embodies values close to Penfolds’ heart: curiosity and creativity. As a trusted partner, Troye is propelling Penfolds beyond where we would go on our own, opening new pathways to bring people together and create unforgettable moments.”

To mark the announcement, Sivan hosted an intimate dinner during Paris Fashion Week, where he unveiled his first collaboration: limited‑edition designs for Penfolds Bin 389 Cabernet Sauvignon Shiraz from the 2023 vintage.

Bin 389 Designed by Troye Sivan includes two offerings: a limited‑edition 750ml gift box and a 1.5L magnum art piece. Each 750ml bottle is hand‑wrapped in tissue printed with one of 20 images selected from Troye’s personal camera roll — small moments of inspiration and connection to be collected and treasured. The magnum edition, handcrafted by South Korean artist Rahee Yoon, is limited to just 20 pieces and will be available by expression of interest only.

The translucent red‑and‑white designs evoke warmth and nostalgia, while the wine itself — a benchmark of Penfolds excellence and a favourite among collectors worldwide — mirrors Troye’s expressive, approachable character and casual elegance.

Sivan follows NIGO, founder of Human Made and artistic director of Kenzo, as Penfolds’ second creative partner. The initiative spotlights globally celebrated cultural trailblazers who defy convention, blending authenticity and innovation to expand the boundaries of creativity.

Bin 389 Designed by Troye Sivan will be available globally from March 2026 through luxury retailers, global travel channels and direct‑to‑consumer sales. The release in Hong Kong is scheduled for May 2026.

“This partnership with Penfolds is a dream creative dialogue for me,” Sivan said. “Penfolds and I share a passion for culture and creating moments that matter. Together, we aspire to produce catalysts for connection.”

MARKETING-INTERACTIVE has reached out to Penfolds for more information. 

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