February 19 2021  |  Spirits & Tobacco

Penfolds celebrates Year of the Ox with Dubai Duty Free

By Laura Shirk

Celebrating the Lunar New Year, Treasury Wine Estates continues to achieve brand visibility, boost wine presence and capture growth opportunities within the priority luxury channel of travel retail

Penfolds, in partnership with Dubai Duty Free, has launched a series of brand activations to welcome the Lunar New Year at Dubai International Airport.

The brand activations, which will run until February 28 include in-store visibility showing a wall-bay and a free-standing unit at the wine section of Dubai Duty Free Arrivals shop in Terminal 3, as well as two pillars at Dubai Duty Free liquor shop in Terminal 3 Departures.

The Lunar New Year design features un update of the iconic Penfolds numbers to celebrate this gifting occasion, with a stylized White Metal Ox positioned at the center of the arrangement.

Through bold and dynamic illustrations, the team brings to life this strong and powerful Ox – the perfect embodiment of the unwavering attitude and confidence that Penfolds supports.

Running until the end of February, the in-store brand activation positioned at two different locations includes a wall-bay, free-standing unit and a pair of pillars

“Travel retail is a priority luxury channel for Treasury Wine Estates and we’re seeing traveler spend consistent with historical numbers through DXB during the early months of the year, which is very encouraging.

These eye-catching Penfolds Collection brand activations celebrate Lunar New Year and provide travelers with the opportunity to rediscover our wines. As air travel continues to recover, with traveler confidence growing, we want to be part of the traveler experience through elevated and engaging activations such as these with Dubai Duty Free,” says Simon Carter, General Manager, Global Travel Retail, Treasury Wine Estates.

“Dubai Duty Free is happy with our continued partnership with Treasury Wine Estates for their Lunar New Year activation. We are seeing increased footfall into our stores with the strong Penfolds visibility and check-outs on the click-and-collect program.

The strength of TWE activations have continued to prove themselves again even through the pandemic,”

adds Sharon Beecham, Vice President – Purchasing, Dubai Duty Free.

Dubai Duty Free customers can purchase any two or three bottles to receive a 15% or 20% discount, respectively, and are encouraged to use the retailers click-and-collect service via: www.dubaidutyfree.com

Brand News

February 24 2021

Ethos Farm brings back shareable…

This week a new enterprise was launched with the potential to revolutionize the “new normal” customer experience. MyClearMask,…

By Laura Shirk

February 22 2021

Bowmore reframes legacy of time…

Bowmore Islay Single Malt Scotch Whisky is pleased to unveil a global travel retail exclusive. The new addition joins its…

By Laura Shirk

February 19 2021

Penfolds celebrates Year of the…

Penfolds, in partnership with Dubai Duty Free, has launched a series of brand activations to welcome the Lunar New Year at…

By Laura Shirk

February 18 2021

Art x Whisky blend: The Macallan…

This week, Duty Free & Travel Retailing Magazine was invited to take part in the release of The Macallan’s Anecdotes of Ages…

By Laura Shirk

February 17 2021

Penfolds releases scores for California…

Following its Penfolds California wine tasting held earlier this month, the company is proud…

By Laura Shirk

February 17 2021

Penfolds launches ground-breaking…

At an exclusive wine tasting event in Singapore, Penfolds unveiled its latest range of red wines. Via video link from Australia,…

By Rebecca Byrne in Singapore

February 17 2021

Victorinox unveils Forget Me Not…

Forget Me Not for women by Victorinox walks the olfactory fine line between delicate and bold with boundless confidence.…

By Laura Shirk

February 16 2021

Porsche Design holds exclusive…

Porsche Design announced the launch of its stylish collections at the Rouge Duty Free Port Store on the island of Grenada…

By Laura Shirk

February 10 2021

PR GTR partners with Alipay & CDFG…

Pernod Ricard Global Travel Retail (PR GTR) announces a first-ever three-way partnership between PR GTR, Alipay and China…

By Laura Shirk

Copyright 2021 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap