LUNAR NEW YEAR OF SNAKE 2025
The term "Penfolds Snake" refers to the exclusive limited-edition collection of wines released by Penfolds for the 2025 Lunar New Year, celebrating the Year of the Snake. This highly anticipated series includes some of the winery's most iconic offerings, such as the Bin 389 "Baby Grange" and the flagship Grange 2020 Vintage, presented in luxurious gift boxes. The packaging is a striking feature, adorned with metallic gold, red, and teal-blue snake-scale motifs that symbolise the snake's qualities of wisdom, elegance, and renewal. The special edition was offered in various formats, including a 1.5L magnum of the Bin 389, making it a sought-after collector's item and a prestigious gift for the festive season.
Beyond celebrating cultural tradition and exceptional winemaking, the collection also incorporates sustainability, as the gift boxes are made from 100% recyclable materials. For Penfolds, the "Snake" release is more than just wine; it's a blend of artistry and cultural significance crafted to mark meaningful celebrations.
The event setup for the Penfolds “Year of the Snake” launch was designed to embody the collection’s refined symbolism and cultural depth. The venue featured a luxurious palette of red, gold, and teal-blue, mirroring the packaging’s snake-scale motif, with immersive lighting that cast a serpentine shimmer across the space. Elegant display pedestals showcased the limited-edition bottles like art pieces, while digital projection and subtle motion visuals evoked the graceful movement of a snake—symbolising wisdom and transformation. Guests were welcomed into a sensorial journey that blended modern luxury with traditional Chinese artistry, complemented by curated tasting stations, floral arrangements inspired by renewal, and a photo-worthy installation highlighting Penfolds’ legacy of craftsmanship and celebration.