Penfolds is the recipient of three prestigious GOLD awards at the Drinks International Travel Retail Awards, one of the industry’s leading events. The highly regarded awards are a true testament to Penfolds’ commitment towards excellence as a global luxury brand, bringing unique and premium experiences to life. These category awards are a reflection of Penfolds dedication to make global travel retail a fine wine destination.

Drinks Launch of the Year – Penfolds 175th Anniversary Limited Release Champagne Launch in London Heathrow Airport

“The accessible, fun and appealing champagne bar was definitely a winner. It was interesting to see an iconic producer like Penfolds partner up with a respected Champagne House”, commented the esteemed panel of judges.

Marketing Activation of the Year – The First Wine Tasting and Education Experience in Hong Kong International Airport

“This is a fantastic innovation, bringing education into airport terminals for travellers in a fun an engaging way. This concept could easily be rolled out across other major airports worldwide.”

Marketing Activation of the Year– A Must Visit Destination through Unique Experiences and Products in China’s Busiest Airports

“A very interesting, effecting and well executed campaigning with solid targeting goals.”

Simon Carter, Global Travel Retail, General Manager, Treasury Wine Estates, said of the wins: “It’s an honour for Penfolds to be recognised for three travel retail campaigns. Through these unique activation experiences, we brought to life the stories behind some of Australia’s most famous and acclaimed wines, showcasing signature wine varietals and launched the Lot 175 Limited Edition Champagne from Penfolds to travellers all around the world.” 

We look forward to creating more award-winning collaborations to excite the consumer, drive footfall and conversions,” he added.

The Drinks International Travel Retail Awards cover the entire breadth of drinks retailing in global travel retail, with the aim to reflect excellence in as many areas of the drinks sector as possible. Each year, they recognise operators who have delivered excellent service, range and value, to create successful and profitable retail enterprises, as well as suppliers who have generated successful product launches, packaging designs and marketing campaigns that increase their brand presence and sales.