Penfolds offers wine fridge with every purchase28th July, 2014 by Rupert Millar
Penfolds is offering a discount on a wine cabinet for every six bottles of its Bin and Luxury bought as part of Treasury Wine Estate’s latest promotional drive.
According to the Sydney Morning Herald, up to 12,000 people have so far taken advantage of the offer which allows them to buy a 30 bottle Vintec wine cabinet for AU$200 rather than AU$650.
The offer (only valid in Australia) has run throughout the month and ends on 30 July. The offer is redeemable through the Penfolds website after buying six bottles from the Bin Series or Luxury range in any store and retaining the receipt as a reference.
Sales of the cabinet from the Penfolds offer alone means that Vintec has so far sold as many units as it usually does in a whole year.
Campbell Scott, merchandise manager for liquor chain Dan Murphy’s, told the paper, “we’ve seen a pretty good level of demand”.
The offer is part of new chief executive Mike Clarke’s efforts to turn around the fortunes of Treasury.