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Penfolds brings Champagne vision to Hainan shopping mall
The Australian producer celebrates 180 years of winemaking with a luxury Champagne pop-up installation in Sanya.
Australian producer Penfolds has unveiled its latest foray into global travel retail with an immersive Champagne pop-up in the island province of Sanya, Hainan. Located within the CNSC Duty Free Shopping Mall, the activation is a feature within the Savouring Sanya 2024 Wine and Spirits Week and offers visitors a dynamic exploration of Penfolds’ Champagne collection.
The installation follows a similar initiative seen in August 2024, where the brand implemented a pop-up in Melbourne International Airport, also to celebrate their 180 years.
The installation, which runs until early January, highlights Penfolds’ 180-year history of winemaking. Central to the experience is the brand’s non-vintage Champagne Cuvée Brut, created in collaboration with Champagne Thiénot. A carefully crafted blend of Pinot Noir (45%), Pinot Meunier (25%), and Chardonnay (20%), the Cuvée Brut showcases vibrant citrus and botanical notes complemented by subtle raspberry and nougat undertones.
An immersive experience
The pop-up is designed to immerse shoppers in Penfolds’ unique approach to winemaking. Visitors can participate in tastings, explore digital storytelling displays, and view a curated portfolio of Penfolds’ Champagne offerings. All of which products spotlight the brand’s fusion of Australian innovation and French craftsmanship.
The activation was inaugurated yesterday, 6 December with a ribbon-cutting ceremony led by Penfolds Brand Ambassador Wang Yang. The initial opening was followed by an exclusive yacht tasting event and luxury dinner.
This marks the fifth release from Penfolds’ partnership with Champagne Thiénot, which has previously produced single-vineyard Grand Cru Blanc de Blancs, Blanc de Noirs, and Non-Vintage Rosé Champagnes.
Michael Jackson, global director of travel retail at Penfolds, highlighted the significance of the Hainan showcase for the brand. “This milestone activation celebrates 180 years of Penfolds’ legacy, blending Australian and French winemaking traditions. It also reinforces our commitment to redefining luxury wine experiences in global travel retail,” he stated.
The collaboration with CNSC and the Hainan Tourism Bureau underscores Penfolds’ strategic push into Asia’s growing luxury travel market. Lin Mingkuan, executive deputy general manager at CNSC, praised the initiative for its ability to merge cultural exchange with exceptional winemaking, adding a “fresh dimension” to the region’s burgeoning wine scene.
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