Penfolds unveils Year of the Horse series with immersive HK pop-up

Penfolds is ushering in the Lunar New Year with a festive pop-up at Harbour City, inviting visitors to discover the spirit of Penfolds through craftsmanship, culture, and celebration.

Available from 31 January to 8 February 2026, guests will be greeted by a striking horse facade, setting the stage for a vibrant showcase of the Penfolds Lunar New Year series.

This comes as Penfolds introduced its 2026 Lunar New Year gifting series, celebrating The Year of the Horse. Led by Penfolds flagship Grange and featuring Bin 707 Cabernet Sauvignon, St Henri Shiraz, Bin 389 Cabernet Sauvignon Shiraz and FWT 585 Cabernet Merlot Petit Verdot, the limited-edition series embodies the horse zodiac – a timeless symbol of strength, speed and perseverance.

Celebratory artwork is featured across a suite of exquisitely designed gift boxes. Each creation radiates festive elegance in red, gold and jade, capturing the vitality of the horse. Layers of colour and texture evoke motion and depth, bringing energy to every detail of the packaging.

In conversation with MARKETING-INTERACTIVE, Irene Kong, marketing director, Penfolds global sales, said the Lunar New Year pop‑ups in Hong Kong and Malaysia are designed to celebrate the Year of the Horse through a refined and immersive brand experience. "Drawing inspiration from the traditional art of paper cutting and vibrant festive colours, the pop‑ups spotlight the limited‑edition Penfolds Lunar New Year Horse Collection and the craftsmanship behind its creation, both in the visual design and the winemaking that defines Penfolds."

The experience aims to create a space where culture, creativity, and wine come together, allowing guests to explore the stories behind the collection, appreciate the intricate design details, and discover some of Penfolds’ most celebrated wines, added the spokesperson. "The pop‑ups also serve as a festive gifting destination, highlighting Penfolds’ iconic wines presented in special celebratory packaging that reflects the brand’s enduring dedication to craft, quality, and tradition."

Penfolds’ Lunar New Year campaign brings together a blend of artistry, storytelling, and immersive design to showcase the Year of the Horse in a contemporary and elevated way. Drawing from the traditional art of paper cutting, the visual identity is expressed through layered textures and festive hues that evoke the spirited movement of the horse.

This creative language extends seamlessly across digital content, retail environments, and experiential pop‑ups. The approach balances visual impact with discovery, inviting consumers to appreciate the intricate design details and engage with the wines up close. With both physical and digital touchpoints working cohesively, the campaign aims to elevate Penfolds’ presence during one of the most significant gifting moments of the year.

Presented in a bespoke Lunar New Year Horse design, the Grange gift box has been crafted for personalisation. Inside, a special tool allows sections of the outer box to be gently lifted, revealing intricate layers of artwork that pay homage to the traditional art of paper cutting. Thoughtfully designed, the base detaches to transform the tool into a Penfolds keyring – a keepsake to cherish beyond the milestone celebration.

Visitors can partake in a range of interactive experiences such as personalised digital calligraphy for Lunar New Year couplets, and complimentary wine flight tastings featuring Bin 389 Cabernet Sauvignon Shiraz, FWT 585 Cabernet Merlot Petit Verdot and St Henri Shiraz, offered on Friday, Saturday and Sunday (6–8 February 2026). Registration is now open here, while walk-in guests can register directly at the pop-up as well. Limited spaces available for each session.

To mark the occasion, guests can enjoy a series of exclusive gifts with purchase, including an ultra-limited Penfolds mahjong set, a Penfolds tote bag with purchases, and a bottle stopper plated in signature Penfolds red chrome featuring Penfolds Year of the Horse artwork.

Penfolds chief marketing officer Kristy Keyte said: “We’re thrilled to present the Penfolds Lunar New Year Horse series in celebration of this important global festive season. Showcased across digital, in-store, immersive experiences, and for the first time, lifestyle accessories, these striking designs are unmistakably Penfolds and make the perfect gift or collector’s piece for the Lunar New Year.”

Related articles:

Penfolds wraps holiday gifting in nostalgia with new 'postal' collection
Penfolds goes bold in experimental 180th year campaign