Penfolds wraps holiday gifting in nostalgia with new 'postal' collection

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Australian winemaker Penfolds has redefined holiday gifting with a new "postal" collection, celebrating craftsmanship and connection ahead of the festive season.

Titled "From Penfolds to the world", the campaign is built around the concept of "Penfolds postal service", reflecting the brand's approach to sourcing wines from several renowned regions while maintaining a consistent house style.

It is being executed through limited-edition holiday packaging and a 360-degree marketing campaign, marking Penfolds’ third global brand thematic. Designed to include nostalgic stamped envelopes, pneumatic tubes and sleek shipping containers, the limited-edition release explores the concept of "postal service", elevating the act of gift-giving into a memorable ritual.

The limited-edition collection is presented in collectible gift boxes inspired by red shipping containers, featuring the iconic Bin 389 Cabernet Sauvignon Shiraz alongside three additional offerings.

Kristy Keyte, chief marketing officer, Penfolds, said: "Penfolds has always ventured beyond, transcending borders to make exceptional wines in the world’s most acclaimed regions, across Australia, the US, France and China, all united by our signature House Style.”

“From Penfolds to the world celebrates this global journey through a postal-inspired theme, inviting people to share, savour and mark memorable moments. The packaging is crafted as a distinctive keepsake, reflecting the wines’ journey across continents and the special moments they commemorate,” Keyte added.

MARKETING-INTERACTIVE has reached out to Penfolds for more information.

Don't miss: Penfolds goes bold in experimental 180th year campaign

Back to August 2024, Penfolds unveiled a global brand campaign to celebrate its 180th anniversary. Anchored in Penfolds DNA, the new campaign was underpinned by Penfolds Venture Beyond platform.

Leading the global rollout was a 30-second film available in key markets worldwide. Filmed in Kalbaskraal, South Africa, Penfolds partnered with twin creative duo Lea and Roberto Colombo of Casa Colombo to shoot the campaign. Recognised for their bold and saturated style exploring the connection between colour, light and emotion, Casa Colombo’s past clients include Louis Vuitton, Versace, Marni, Nike and Givenchy.

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