Australian winemaker Penfolds has brought its celebrated Champagne series to North Asia travel retail with an engaging pop-up at CNSC Duty Free Shopping Mall in the city of Sanya, located on Hainan Island, China.
As a highlight of Savouring Sanya 2024 Wine and Spirits Week, the activation invites visitors to explore “Champagne Through a Penfolds Lens” – a celebration of Penfolds’ 180-year tradition of winemaking excellence, reimagined through its innovative Champagne collection.
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| "Champagne Through a Penfolds Lens" at CNSC Duty free Shopping Mall in Hainan |
Open from 6 December 2024, the pop-up was inaugurated by Penfolds Brand Ambassador Wang Yang at a ribbon-cutting ceremony, followed by an exclusive VIP yacht tasting and luxury dinner.
Located in the heart of the mall, the pop-up offers a vibrant and immersive environment for visitors. A tasting space introduces shoppers to Penfolds’ latest release, while portfolio displays showcase the breadth of Penfolds Champagne offerings and educate visitors on the craftsmanship behind each bottle.
Surrounding digital screens amplify the storytelling, drawing visitors into Penfolds’ fusion of Australian innovation and French winemaking traditions.
At the centre of the activation is Penfolds non-vintage Champagne Cuvée Brut, crafted in collaboration with Champagne Thiénot. Made under the guidance of Penfolds Chief Winemaker Peter Gago, this blend of 45% Pinot Noir, 25% Pinot Meunier and 20% Chardonnay delivers vibrant citrus notes, botanical aromas and subtle hints of raspberry, nougat and sherbet, embodying Penfolds' house style.
This marks the fifth release in Penfolds' partnership with Champagne Thiénot, following earlier launches of single-vineyard Grand Cru Blanc de Blancs, Blanc de Noirs and Non-Vintage Rosé Champagne.
Michael Jackson, Global Director - Global Travel at Penfolds, said: “For 180 years, Penfolds has been synonymous with innovation and excellence, and our Champagne is a testament to that legacy. France, where Max Schubert’s vision for Grange began, continues to inspire us as we explore new frontiers in winemaking.
“Bringing this milestone to Hainan is both a celebration of our heritage and a step forward in redefining luxury wine experiences in global travel. This achievement would not have been possible without the invaluable support of our partners at China Tourism Group and the Hainan Tourism Bureau.”
Lin Mingkuan, Executive Deputy General Manager at China National Service Corporation (CNSC), added: “Champagne Through a Penfolds Lens adds a fresh dimension to our Savouring Sanya 2024 Wine and Spirits Week celebrations. Penfolds’ blend of classic and modern winemaking offers travellers an exceptional experience that combines tasting, interaction and cultural exchange. The new Champagne collection showcases Penfolds' craftsmanship while introducing a fresh and innovative perspective on the Champagne region. As one of the most important travel retail operating entities in Hainan, we are proud to host this milestone activation and look forward to Penfolds’ continued success in the region.”
