Nuance And Penfolds Recreate ‘Cellar Door’ Experience For Luxury Wine Lovers At Sydney Airport

Australia is not known for its wines, but don’t let that fool you into thinking that the country does not produce any fine wines. In fact, the country is set to prove naysayers wrong as the latest Penfolds Bin series is launched even as SYD Airport and F1RST Tax and Duty Free stores begin welcoming international travelers to taste the wines at Sydney Airport. Nuance Group, which runs the stores, revealed that the plan was to allow travelers to taste the finest Australian wines.

Among the Penfolds Super Premium wines being launched on 5 May are the Penfolds Grange 2006 vintage, the Bin 707 Cabernet Sauvignon, the St Henri and the Magill Estate. Each of these will be showcased at Nuance Group stores following the launch. Also up for sampling will be vintages like the Bin 389 Cabernet Shiraz, the Bin 407 Cabernet Sauvignon and the Bin 138 Barossa Valley Grenache Shiraz Mourvedre. And in addition to the samples, you can also avail of their two-bottle deals.

Nuance Group’s business manager for Wine & Champagne, Veronica Egan, said that the stores will be offering fliers the opportunity to taste luxury wines in a “relaxed environment”. The stores will be creating a unique “cellar door” experience, with cellar door staff from the Penfolds Magill Estate flown available to guide customers through the wine experience.

The idea is to sell the wine as a destination product, almost as a souvenir from Australia. And all eyes will be on Chinese buyers looking for Penfolds wines. Meanwhile, Nuance carries on with its aim of dealing in premium luxury wines. But the luxury walk-up bars serving Penfolds wines at Sydney airport will be time-bound, running until 31 May only.

Via: The Moodie Report

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