Penfolds has introduced a new holiday release called From Penfolds to the World, a collection that combines wine with a creative theme built around the idea of sending and receiving. The design draws on familiar images of stamped envelopes, pneumatic tubes, and shipping containers, turning the act of giving into something that feels thoughtful and carefully crafted.
The centerpiece of the collection is Bin 389 Cabernet Sauvignon Shiraz, presented in red gift boxes shaped to resemble miniature shipping containers. This packaging is intended not only to hold the wine but also to reflect its journey across regions and cultures.
Penfolds has long worked with vineyards in several countries, including Australia, the United States, France, and China. Each wine is distinct to its place of origin, yet all are connected by what the company calls its “House Style”, a consistent approach to winemaking that ties together its global portfolio.
Kristy Keyte, Chief Marketing Officer at Penfolds, explained that the new release is meant to highlight this international journey. She described the postal theme as a way of inviting people to share and mark important moments, with the packaging designed as a keepsake that echoes the wines’ travels across continents.
The holiday edition is available in Indonesia through selected Vines outlets and online, offering wine lovers a chance to experience Penfolds’ latest creative direction. More than a seasonal gift, the collection reflects the brand’s ongoing exploration of how wine can connect people across places and occasions.
