Penfolds and Dubai Duty Free welcome Year of the Ox


UAE. Australian winemaker Penfolds has launched a series of brand activations in partnership with Dubai Duty Free to welcome the Lunar New Year at Dubai International Airport (DXB).

The activations, which run until 28 February, include in-store visibility featuring a wall-bay and a free-standing unit within the wine section of Dubai Duty Free’s Terminal 3 arrivals shop and two pillars within the retailer’s T3 departures store.

The Lunar New Year design features a refresh of the signature Penfolds numbers with a stylised White Metal Ox centred at the heart.

Brand ox-tivation: Penfolds dresses up in style for the Lunar New Year

“Travel retail is a priority luxury channel for Treasury Wine Estates, and we’re seeing traveller spend consistent with historical numbers through DXB during the early months of the year which is very encouraging,” said Treasury Wine Estates Global Travel Retail General Manager Simon Carter.

“These eye-catching Penfolds Collection activations celebrate Lunar New Year and provide travellers with the opportunity to rediscover our wines. As air travel recovers with traveller confidence growing, we want to be part of the traveller experience through elevated and engaging activations such as these with Dubai Duty Free.”

Dubai Duty Free Vice President – Purchasing Sharon Beecham said, “Dubai Duty Free is happy with our continued partnership with Treasury Wine Estates for their Lunar New Year activation. We are seeing increased footfall into our stores with the strong Penfolds visibility and check-outs on the click-and-collect programme. The strength of TWE activations have continued to prove themselves again even through the pandemic.”

Dubai Duty Free customers can purchase any two or three bottles to receive -15% or -20% off respectively and are encouraged to use the retailers click-and-collect service via