Penfolds partners with Troye Sivan for limited-edition Bin 389 release
Australian wine brand launches a special Bin 389 gift box designed by the Grammy-nominated singer, debuted during Paris Fashion Week and arriving exclusively at Selfridges in the UK.
Penfolds has unveiled a new creative partnership with Australian singer, songwriter and actor Troye Sivan, launching a limited-edition Bin 389 gift box designed by the artist.
The collaboration debuted at an exclusive launch party in Paris last week during Paris Fashion Week. The new Penfolds Bin 389 Designed by Troye Sivan gift box is now live in Selfridges.
According to the producer, the release marks the start of a multi-year partnership between Penfolds and the GRAMMY-nominated performer, with Sivan set to help lead the brand into new creative territories focused on shared experiences.
Paris launch event
Guests at the launch event included members of Sivan’s close circle of friends alongside international talent and creatives such as Gabbriette, Fai Khadra, Tish Weinstock, Marc Forne, Lila Moss, Isa Briones, Ludovic de Saint Sernin and Jake Fleming.
Sivan said: “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 added: “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.”
Partner Content
Limited-edition release
The design features a translucent red-and-white aesthetic intended to evoke warmth and nostalgia.
The release includes a limited-edition 750ml gift box and a 1.5-litre magnum, both containing Penfolds Bin 389 from the 2023 vintage.
Each 750ml bottle is hand-wrapped in tissue paper printed with one of twenty photos selected from Sivan’s personal camera roll. The images are intended to capture moments of inspiration and connection and are designed to be collected.
In the UK, the 750ml Bin 389 Designed by Troye Sivan gift box will launch exclusively in Selfridges this weekend, priced at £75.99.
The magnum edition, created by South Korean artist Rahee Yoon, is limited to 20 pieces globally and will be available by expression of interest through Penfolds’ website.
Penfolds said further collaborations with Sivan will be announced throughout 2026.
Related news
Treasury Wine Estates CFO to step down
French billionaire Olivier Goudet breaks silence on Treasury Wine Estates stake
