- Australian wine brand Penfolds is going all in on its cultural playbook with a new partnership with Australian singer Troye Sivan.
- Sivan has signed a multi-year collaboration deal as the brand’s newest Creative Partner, a collaboration that kicked off at Paris Fashion Week.
- The wine maker will be showing up globally with this new partnership in luxury retail, global travel and through the company’s DTC channels. The marketing will include digital storytelling, advertising and events.
Penfolds is looking to connect to a new generation of consumers through this partnership with Sivan.
“Penfolds has a long-standing global audience, but we’re also focused on connecting with the next generation of luxury wine drinkers who discover brands through creativity and shared experiences. Troye brings a highly engaged global audience that spans music, fashion, and design,” said Kristy Keyte, chief marketing officer of Penfolds.
“Partnering with someone who authentically lives in those worlds allows us to introduce Penfolds to new consumers in a way that feels organic and natural, while still reinforcing the craftsmanship and quality our long-time collectors value,” said Keyte.
Sivan’s involvement will be hands‑on and personal. The partnership includes a limited-edition 750ml gift box and a 1.5L magnum art piece, both showcasing wine from the 2023 vintage. Each 750ml bottle is hand wrapped in tissue paper printed with images from Sivan’s personal camera roll.
“Our partnership with Troye is about genuine co-creation and connection. It allows Penfolds to show up in a culturally relevant way, outside of traditional wine settings,” said Keyte. “Troye brings a contemporary lens to the brand, helping us connect with new audiences around the world.”
“That depth of involvement allows us to reimagine an iconic wine like Bin 389 through a modern lens, while staying true to our heritage,” Keyte continued. “It’s a collaboration grounded in creativity, not endorsement, and one that enables Penfolds to connect with new audiences in a meaningful way.”
