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To celebrate the upcoming Year of the Snake, Penfolds is launching its 2025 Chinese New Year gifting series in Hong Kong this month.

The design of the gift box incorporates vibrant colors that traditionally symbolize auspiciousness and prosperity in Chinese culture, featuring a golden snake image on the red packaging.

“We are thrilled to be launching Penfolds Lunar New Year Snake ahead of such a significant festive season,” said Kristy Keyte, the Chief Marketing Officer of Penfolds, “A valuable addition to any wine collection, these designs are bold and distinctly Penfolds, and will be championed not only across product, but also our digital platforms, in-store activations and experience-driven events.”

Priced from HKD 738 to HKD 3,998 (US$ 94.81 to US$ 513.61), the collection will be available in Hong Kong at retailers, including Market Place and ParknShop, starting in January. The Chinese New Year series includes the following wines:

Bin 389 Cabernet Shiraz 2022, Lunar New Year Gift Box, 750ml and magnum1.5L, recommended retail price at HKD 738 (US$ 94.81) and HKD 1,998 (US$ 256.69), respectively.

RWT (Red Winemaking Trial) Bin 798 Barossa Valley Shiraz 2022, Lunar New Year Gift Box, 750ml, recommended retail price at HKD 1,188 (US$ 152.63).

Bin 707 Cabernet Sauvignon 2022, Lunar New Year Gift Box, 750ml, recommended retail price at HKD 3,998 (US$ 256.69).

This will be the first time that Bin 389 Cabernet Shiraz is included in the Chinese New Year collection in its 750 ml format. Often referred to as “Baby Grange,” this wine is matured in the same barrels as older vintages of Grange. However, the Grange 2020 in 750 ml, part of the Year of the Snake series, will not be available in the Hong Kong market.