TWE targets travellers with first Penfolds ‘wine bar’ in Heathrow Airport

Australian group Treasury Wine Estates has opened its first Penfolds pop-up in Heathrow Airport to target affluent travellers.

The installation, which will run until 22 October in partnership with travel retailer Dufry, will showcase select red and white wines from the Penfolds Collection, according to the wine giant.

Located in terminal 5 at the Contentainment area in the World Duty Free store, the Penfolds popup will also offer travellers wine tastings hosted by brand ambassadors, as well as a chance for consumers to create their own personalised short film (or gif), which they can then share on their own social media accounts.

Premium Aussie label Penfolds is celebrating its 175th anniversary this year.

David de Miguel, Global Category Head of Liquor at Dufry said Penfolds is a “highly recognisable luxury wine brand in Travel Retail”.

“This collaboration to launch a special Tasting Bar provides an excellent opportunity for Penfolds to tap into a well-segmented travel customer base at Europe’s busiest airport.

“It also highlights the close partnership we have with the brand, as we continue to work together to help build awareness and draw new consumers into the Penfolds franchise.”

Pieta Jordan, TWE’S global marketing manager for travel & on-trade, said the pop-up bar will “drive deeper brand engagement” with affluent consumers.

“Through elevating the shopping environment with unique experiences, we are able to better connect with shoppers and drive deeper brand engagement,” she said,” supporting our journey to showcase Penfolds to the world.