July 22 2015  |  Spirits & Tobacco

Penfolds launches new luxury wine exclusively in global travel retail

By Wendy Morley

Penfolds' new GTR-exclusive wine offers bespoke packaging for the discerning travel retail shopper

Treasury Wines is releasing a Penfolds wine exclusively into global travel retail. Penfolds Cellar Reserve Coonawarra Cabernet Sauvignon 2012, which will first be available in Heinemann, Nuance and JR Duty Free stores across Australian airports, will be presented in a bespoke gift box at a recommended retail price of $250 AUD (US$185).

Alexandre Bussiere, Marketing Director Global Travel Retail at brand owner Treasury Wine Estates, said: “Global travel retail has been chosen as the exclusive retail channel for the Penfolds Cellar Reserve Coonawarra Cabernet Sauvignon because of the unique consumer experience it offers. The Penfolds consumer travels internationally and values bespoke products and exclusivity thus lending this opportunity invaluable.”

Shopper research carried out by Counter Intelligence Retail indicates that launching an exclusive, luxury Penfolds wine into GTR will fit perfectly with traveler motivations; for example, the research shows that that 46% of GTR wine shoppers are influenced by “exclusivity.” In addition, 50% of travelers buying wine in travel retail stated that their purchase is influenced by bottle design, which will be served by the bespoke packaging.

“As the purest ‘creative expression’ of Penfolds winemaking, the visual identity of the Cellar Reserve primary packaging takes a contemporary aesthetic and tells the story of how the wine was created,” added Bussiere. 

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