Penfolds to turn Lunar New Year gifting into interactive experience at TRX

Australian winemaker Penfolds is marking Lunar New Year 2026 with a blend of premium gifting and experiential marketing, unveiling its Year of the Horse Lunar New Year collection alongside an interactive pop-up designed to deepen consumer engagement and boost brand visibility.

Anchored by its flagship Grange, the limited-edition Lunar New Year Horse series also features Bin 707 cabernet sauvignon, St Henri shiraz, Bin 389 cabernet sauvignon shiraz, and FWT 585 cabernet merlot petit verdot. The collection draws on the horse zodiac as a symbol of strength, speed, and perseverance, translated through festive packaging rendered in red, gold, and jade.

Beyond the bottles, Penfolds is leaning into experiential retail to bring the collection to life. From 6 to 15 February 2026, the brand will host a dedicated Lunar New Year pop-up at The Exchange TRX, positioning the space as both a discovery hub and a cultural touchpoint during the peak festive period. This is in tandem with a festive pop-up at Harbour City, Hong Kong, inviting visitors to discover the spirit of Penfolds through craftsmanship, culture, and celebration.

Designed to immerse visitors in Penfolds’ craftsmanship and heritage, the pop-up features a striking horse façade and a showcase of the Lunar New Year gifting range. Visitors can take part in personalised calligraphy for Lunar New Year couplets, as well as daily wine tastings that invite consumers to engage with the wines beyond the shelf.

Don't miss: Penfolds wraps holiday gifting in nostalgia with new 'postal' collection 

For those seeking a deeper experience, the pop-up also offers ticketed wine tasting sessions. These sessions spotlight some of Penfolds’ most iconic expressions, including Bin 707, Bin 389, and FWT 585, allowing consumers to sample and learn about the wines in an intimate setting. Limited to six seats per session, the tastings are positioned as both exclusive and educational, reinforcing Penfolds’ premium credentials.

The packaging itself plays a key role in the gifting strategy. The Grange Lunar New Year gift box has been designed for personalisation, featuring layered artwork inspired by traditional paper cutting. A bespoke tool allows parts of the box to be gently lifted to reveal intricate details, while the detachable base transforms into a Penfolds keyring, extending the experience beyond the festive moment. Bin 389 is also available in a 1.5L magnum gift box, reinforcing its appeal as a celebratory centrepiece.

Speaking on the campaign, Penfolds shared that the Lunar New Year Horse series has been rolled out across digital, in-store, and immersive experiences, with lifestyle accessories introduced for the first time as part of the festive range. The brand added that the designs are intended to be both collectible and giftable, offering consumers multiple ways to engage with Penfolds during the season, according to chief marketing officer Kristy Keyte.

In Malaysia, the Lunar New Year Horse collection will be available at the TRX pop-up as well as selected fine wine retailers including The Chamber, City Cellar by Isetan, Mercato by GCH Group, and Jaya Grocer.

In October last year, Penfolds debuted its French Collection in Malaysia, releasing two champagne versions for the market. To celebrate the launch, the brand also held a media event to introduce the brand's first ventures into champagne and rosé at Potager KL. KOLs and local influencers were also invited to a tasting session paired with foods. 

For the Christmas season, Penfolds redefined holiday gifting with a "postal" collection, celebrating craftsmanship and connection ahead of the festive season. Titled "From Penfolds to the world", the campaign is built around the concept of "Penfolds postal service", reflecting the brand's approach to sourcing wines from several renowned regions while maintaining a consistent house style.

Executed through limited-edition holiday packaging and a 360-degree marketing campaign, this marked Penfolds’ third global brand thematic. Designed to include nostalgic stamped envelopes, pneumatic tubes and sleek shipping containers, the limited-edition release explores the concept of "postal service", elevating the act of gift-giving into a memorable ritual.

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