Penfolds
At the eighth China International Import Expo, Penfolds unveiled its Year of the Horse limited edition wine—the Penfolds Bin 389 Limited Release Lunar New Year Horse Edition—in a global debut.
As with previous zodiac releases, the wine is based on Bin 389 in a 750ml format, with an official retail price of RMB 718 per bottle. The front label draws on Eastern cultural references, using traditional Chinese paper-cutting art to depict a galloping horse. Penfolds’ signature red dominates the background, while gold detailing across the horse’s body lends the image a sense of energy and strength.
Beyond the Bin 389 Horse Year edition, Penfolds has also released a limited-edition Horse Year gift box, bringing together a selection of mid- to high-end wines—including Grange, FWT 585, Bin 389, Bin 707 and St Henri—to offer a range of gifting options across different price tiers.
To amplify the zodiac release and capitalise on China’s peak wine consumption season, Treasury Wine Estates has rolled out a series of on-the-ground marketing initiatives. These include a Lunar New Year pop-up titled “Chinese New Year · Gallop with Penfolds,” created in partnership with premium supermarket Ole’ at MixC Shenzhen Bay, and featuring brand ambassador Tong Liya.
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