Sydney Airport: Penfolds wine boutique opens in SYD International terminal

Sydney Airport, together with Treasury Wine Estates (TWE) and Nuance Group, has unveiled a world first in global travel retail with the opening of a Penfolds wine boutique at its International terminal.

Travellers now have the opportunity to enjoy a sensory cellar door experience from one of Australia’s most prestigious and well-known brands. The Penfolds boutique offers in-store tastings and exclusive access to new vintage releases, as well as a wine education program. The store is staffed by a professional team of multilingual TWE brand ambassadors who provide customers with expert advice on the varietals on offer.

The Penfolds boutique is an innovative and one-of-a-kind shopping destination. Whether gifting for friends and family or treating themselves, customers can discover Penfolds wine through:
Exclusive one-on-one access to Penfolds wine experts;
Tasting samples from Penfolds’ renowned portfolio of iconic wines; and
Browsing tasting notes and product information.
“The arrival of yet another world first at Sydney Airport is testament to our commitment to continually evolving our retail offering by introducing new and unique retail experiences that travellers remember. We are proud to work with TWE and Nuance Australia to open the world first Penfolds airport boutique and we are confident it will resonate strongly with our customers, especially those hunting for Christmas gifts as we head into the festive season,” Sydney Airport General Manager Retail, Andrew Gardiner, said.

While the store will be dedicated solely to Penfolds for the bulk of the year, the design of the store allows it to be transformed and rebranded for key launches or releases of other TWE brands, such as the Wolf Blass Luxury release scheduled for September 2014.
On the new retail offering, TWE’s Chief Commercial Officer APAC/EMEA and Global Travel Retail, Andrew Carter, said, “The Penfolds store is a truly premium retail experience for all shoppers going through Sydney Airport. Penfolds has great provenance in the global retail travel space and is highly sought after by international travellers.”

Philippe Boyer, CEO, Nuance Australia, said Nuance is pleased to be operating the store in partnership with TWE.

“This beautiful new store is the latest and most exciting innovation to date from our partnership with Treasury Wine Estates. The increasing demand for Penfolds among three of our most important customer segments – Australians, New Zealanders, and Chinese – continues to grow. Creation of this dedicated space staffed by specially trained brand ambassadors ensures that we can actively and directly engage with these customers. The store will be an excellent vehicle for launching new products and innovations and, of course, the exclusives and limited editions that we know are so important to these key target groups,” Mr Boyer said.

The Penfolds boutique store, which officially opened earlier this month, is the result of a leading industry partnership between Sydney Airport, TWE and Nuance. The boutique is located after Customs in the main Departures lounge, just beyond SYD Airport Tax & Duty Free.

For more information about Sydney Airport, visit

Source / Author: Sydney Airport