Treasury Wine Estates has signed a “multi-year collaboration” with Australian musician & actor Troye Sivan for its Penfolds brand.
The partnership was kicked off with the launch of a limited-edition gift box (below) for “one of Penfolds’ most critically acclaimed wines”, Bin 389, at Paris Fashion Week. The set will be launched exclusively in the UK through high-end retail operator Selfridges this weekend, with an SRP of GBP75.99 (US$101.48) per 75cl bottle.
A collector’s magnum edition has also been produced, with 20 bottles available “by expression of interest only” through the brand’s website. The magnum features a different box to the smaller version, designed by South Korean artist Rahee Yoon.
The Daou Vineyards owner said further collaborations between Penfolds and LGBTQIA+ “icon” Sivan “will be announced throughout 2026”.
“Troye Sivan is a visionary, whose influence spans music, fashion and design – and now, wine,” said Penfolds’ CMO, Kristy Keyte. “He embodies many values close to Penfolds’ heart, like curiosity and creativity.
“Troye is a trusted partner who is propelling Penfolds beyond where we would go on our own.”
Last month, Treasury promised a “focus on modern refreshment… supported by disruptive innovation” in the months ahead, following a particularly troublesome latest half year.
