Penfolds has appointed singer and actor Troye Sivan as its new Creative Partner as the Australian wine brand expands its collaboration with global cultural figures.
The multi-year partnership will see Sivan work with Penfolds across a series of creative projects. It begins with ‘Bin 389 Designed by Troye Sivan’, featuring a limited-edition 750ml gift box and a 1.5-litre magnum, both containing wine from the 2023 vintage.
The 750ml edition features tissue paper printed with one of 20 images selected from Sivan’s personal camera roll. The magnum edition, limited to 20 pieces, has been handcrafted by South Korean artist Rahee Yoon.
The collection uses translucent red-and-white designs and is positioned around themes of shared experiences, nostalgia and personal connection.
Troye conveyed his excitement about the collaboration by saying, “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, also spoke to the partnership: “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.”
Sivan follows NIGO, founder of Human Made and Artistic Director of Kenzo, as Penfolds’ second Creative Partner. The brand’s Creative Partner programme brings together cultural figures to develop collaborations that combine wine, art and contemporary culture.
The collection launched globally in March 2026 through luxury retail, travel retail and direct-to-consumer channels. In India, it will be available from August 2026 at select fine wine retailers in Mumbai, Bengaluru and Haryana.
Further collaborations between Penfolds and Sivan are expected to be announced during 2026.
