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Penfolds partners with NIGO for holiday wine collection
The luxury Australian wine brand has collaborated with Japanese fashion designer NIGO for festive gift sets, combining tradition with bold, modern design.
Penfolds has launched a new holiday collection, Holiday Designed by NIGO, just in time for the 2024 festive season. The collaboration with the Japanese streetwear pioneer, and current Kenzo creative director, marks the third project between the two, continuing Penfolds’ strategy of marrying winemaking with global luxury branding.
The limited-edition collection features gift boxes for some of the brand’s most popular wines, including Bin 389, Bin 28, and the Penfolds Max’s range, each presented with NIGO’s unique checkered designs inspired by Asian textiles.
The spotlight is on the Bin 389 Cabernet Shiraz, affectionately known as “Baby Grange” due to its connection with the brand’s flagship wine, Grange. Packaged in a red box with a playful, textured design, its statement aesthetic is eye-catching to both to collectors and casual shoppers alike. Available at Harrods and Harvey Nichols, it signals Penfolds’ commitment to blending heritage with modern luxury.
Global luxury icon
Penfolds’ collaboration with NIGO aligns with the brand’s broader strategy of expanding beyond its fine wine roots to position itself as a global luxury icon.
This initiative follows other high-profile collaborations, including the Venture Beyond campaign, which showcased Penfolds wines with space-themed packaging and augmented reality features. Through partnerships like these, Penfolds aims to attract a younger, more diverse audience while maintaining its prestigious position in the wine world.
The integration of furoshiki (Japanese wrapping cloth) with the collection highlights the brand’s emphasis on sustainability, offering a reusable option for gift-giving. NIGO’s designs, with their rich cultural references, turns the holiday range into something that reflects environmental consciousness as well as luxury—a balance that increasingly appeals to today’s consumers.
With a recent string of high-profile projects, including their 180th-anniversary celebrations and global activations, Penfolds continues to expand its presence and momentum in the luxury market. This latest release reflects Penfolds’ ongoing strategy of integrating traditional craftsmanship with contemporary design elements, positioning the holiday collection as a notable option for consumers with an interest in both wine and design.
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