How a storied winemaker is navigating Chinas new wine market

The Penfolds x Troye Sivan limited-edition Bin 389 release in China arrives as more than a product drop, offering a glimpse into how the storied Australian winemaker is reworking its luxury language for a changing China market.

On March 5, Penfolds debuted in China its 2026 limited-edition Bin 389 offerings created in collaboration with new Creative Partner Troye Sivan. The launch had been keenly anticipated by wine aficionados and Troye Sivan’s fans alike since the Australian singer-songwriter and actor first revealed at Paris Fashion Week last month his design for the packaging of Bin 389 Cabernet Sauvignon Shiraz from the storied Australian winemaker.