Penfolds Names Troye Sivan Global Creative Partner, Reveals Limited-Edition Bin 389

Penfolds has tapped Troye Sivan as its new Global Creative Partner and unveiled "Bin 389 Designed by Troye Sivan" during Paris Fashion Week, with the announcement distributed from Paris on March 4, 2026. The collaboration is a multi-year partnership and launches with two distinct offerings: a limited-edition 750ml gift box and a 1.5 L magnum art piece.

The launch was revealed at an intimate dinner hosted by Troye Sivan during Paris Fashion Week, where he presented the first collection to a close circle of friends and creators. The release centers on Penfolds Bin 389 Cabernet Sauvignon Shiraz from the 2023 vintage, positioned as a reinterpretation of a benchmark wine through Sivan’s personal aesthetic.

The 750ml gift box carries an RRP of AUD $120.00 and is presented as a tactile, image-driven object: each bottle is hand-wrapped in tissue printed with one of 20 images selected from Troye Sivan’s personal camera roll, so each gift box arrives with a unique candid moment. Design motifs described in coverage emphasize translucent red-and-white artwork that aims to evoke warmth and nostalgia, tying the packaging directly to Sivan’s storytelling.

The magnum is conceived as a collectors’ art piece: a 1.5 L edition handcrafted by South Korean artist Rahee Yoon and limited to just 20 pieces. That magnum will be available by expression of interest only; no retail price for the 1.5 L edition has been disclosed. Penfolds and Sivan present the magnum as an object for collectors and galleries rather than a conventional retail SKU.

Penfolds has positioned the collaboration for global distribution: the collection will be available from March 2026 across Penfolds luxury retail, global travel channels and direct-to-consumer platforms, with a specific Hong Kong release scheduled for May 2026. Treasury Wine Estates’ Penfolds LinkedIn page lists 121,293 followers and includes imagery captioned “Penfolds Bin 389 Designed by Troye Sivan Magnum” and “Penfolds Bin 389 Designed by Troye Sivan 750ml,” alongside early public reactions.

Troye Sivan framed the partnership in personal terms in the announcement: “This partnership with Penfolds is a dream creative dialogue for me. Penfolds and I share a passion for culture and creating moments that matter. Together, we aspire to produce catalysts for connection.” Penfolds’ chief marketing officer Kristy Keyte offered two near-identical statements in coverage: PR Newswire quoted her saying, “Troye Sivan is a visionary, whose influence spans music, fashion and design – and now, wine. 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, opening new pathways for us to bring people together and create never‑forgotten memories.” Marketing-Interactive published a variant: “Troye is a visionary whose influence spans music, fashion and design — and now, wine,” said Kristy Keyte, Penfolds’ chief marketing officer. “He embodies values close to Penfolds’ heart: curiosity and creativity. As a trusted partner, Troye is propelling Penfolds beyond where we would go on our own, opening new pathways to bring people together and create unforgettable moments.”

The appointment continues a Creative Partner programme that follows NIGO as Penfolds’ second Creative Partner, and it marks a deliberate move to blend music, fashion and wine. Troye Sivan is described in local coverage as Perth-born and Perth-raised, a 30-year-old GRAMMY-nominated singer. With further collaborations promised throughout 2026, collectors and gift givers can expect additional Troye Sivan x Penfolds activations to be revealed as the partnership unfolds.