Industry News & Events

Penfolds Bin 389 Magnum Chinese New Year ‘Year of the Tiger’

21 March 2022

At Penfolds, numbers mean something extraordinary. Through this campaign, we seek to celebrate the significance of numbers during every gifting occasion.

In Chinese culture, numbers have special meanings. Numbers which sound similar to fortunate words in Chinese are regarded as auspicious. These lucky numbers therefore serve as a guiding principle in celebratory and gifting rituals.

The 2022 Lunar New Year campaign highlights the auspicious meaning of numbers combined with the Chinese zodiac during the festive period. Centered at the heart of these numbers is the Black Water Tiger, the Chinese zodiac of 2022. Through bold and dynamic illustrations, we bring to life the optimistic and brave Tiger. The perfect embodiment of the unwavering attitude and confidence that Penfolds champions.

Each individual number tells its own story, used alone or combined, 5 auspicious numbers allow flexibility for a personalised gift experience by everyone.

Since 1844, Penfolds has been grounded in experimentation, curiosity and uncompromising quality. Our success has been driven by a lineage of visionary winemakers. It began with Dr Christopher and Mary Penfold, the pioneers who dreamed big, inventing tonics, brandies, and fortified wines made from grapes and Australian sunshine. It continued with Alf Vesey, Ray Beckwith and Max Schubert, celebrated winemaking legends who pushed our development to extraordinary, bold new heights.

It is this pioneering spirit and curiosity that still rings true after nearly two centuries, it is what has helped us become one of the most celebrated winemakers in the world today.

For all media inquiries, please contact:

Arief Haadi Mulia (+62 81938192801)

Marketing Communications Manager PT Pantja Artha Niaga