A new collaboration between Penfolds and Troye Sivan brings a fresh artistic perspective to one of Australia’s most iconic wines. The 2023 vintage of Bin 389 is transformed through a deeply personal creative lens that merges storytelling, design, and sensory experience. More than a limited edition release, it is an exploration of memory, culture, and connection captured in both bottle and form.

A Landmark Creative Partnership

Penfolds has long been synonymous with heritage winemaking, but this collaboration signals a deliberate step into contemporary culture. By naming Troye Sivan as its Creative Partner, the brand opens a new chapter that extends beyond wine into art and emotional storytelling.

This partnership is not a one off experiment but the beginning of a multi year collaboration. Bin 389 serves as the first canvas, offering a reinterpretation of a wine that has historically symbolized balance and consistency. Known for blending Cabernet Sauvignon structure with Shiraz richness, Bin 389 has earned the nickname “Baby Grange” among enthusiasts, reflecting its prestige within the Penfolds portfolio.

Through Sivan’s involvement, the wine becomes more than a product. It becomes a medium for expressing how moments are experienced, remembered, and shared.

Reimagining Bin 389 Through Personal Memory

At the heart of this release is a concept that feels both abstract and universal. Memory is not treated as a fixed record but as something fluid and evolving. This idea shapes every aspect of the collaboration, from packaging to campaign imagery.

The standard 750 milliliter bottle is presented in a gift box and wrapped in tissue paper printed with one of twenty images taken from Sivan’s personal camera roll. These images are not staged promotional shots but intimate fragments of lived experience. Each bottle becomes slightly different, echoing the way memories vary from person to person.

This approach transforms the act of opening a bottle into something more reflective. It invites the drinker to engage not just with the wine but with the idea of memory itself, where emotion and nostalgia often blur the edges of reality.

The Magnum Edition as Collectible Art

For collectors and enthusiasts, the collaboration reaches its most exclusive form in the magnum edition. Limited to just 20 pieces worldwide, this version elevates the project into the realm of functional art.

Each magnum is handcrafted by Rahee Yoon, incorporating layered materials and imagery drawn from Sivan’s personal archive. No two pieces are identical, reinforcing the central theme of individuality and interpretation.

Described as a moment suspended in time, the magnum edition blurs the boundary between wine and sculpture. It is designed not only to be consumed but also to be displayed and preserved. Access is restricted to expression of interest, underscoring its rarity and desirability within luxury circles.

A Wine That Retains Its Identity

Despite the artistic transformation, the liquid inside remains true to the legacy of Bin 389. The 2023 vintage continues the tradition of combining Cabernet Sauvignon and Shiraz, resulting in a wine that balances structure with richness.

This duality mirrors the collaboration itself. Just as the wine blends two varietals, the project blends heritage with modern creativity. The result is something that feels both familiar and new, appealing to long time Penfolds collectors as well as a younger, culturally engaged audience.

By keeping the core wine unchanged, Penfolds ensures that the collaboration enhances rather than overshadows the product. The artistry adds context and meaning without compromising quality or identity.

Pricing and Availability

The limited edition Bin 389 is positioned within the premium but accessible segment of the market. The 750 milliliter gift box typically retails between approximately 110 and 128 Australian dollars, with a recommended retail price around 120 dollars. Promotional offers and multi buy deals may occasionally bring the price slightly lower.

The magnum edition exists at a different level entirely. With only 20 units available, pricing is not publicly listed and is instead offered upon application. This approach aligns with its status as a collectible piece rather than a standard retail product.

The collaboration was officially announced in March 2026, with availability through Penfolds and selected luxury retailers. Demand is expected to be strong, particularly given the crossover appeal between wine collectors and fans of contemporary culture.

Storytelling Through Film and Experience

The launch of the collaboration extends beyond the physical product into visual storytelling. A campaign film captures an intimate dinner party centered around Bin 389, created in partnership with filmmaker Julian Klincewicz.

The film reflects the same themes present in the packaging. It portrays shared moments of connection, conversation, and joy, all filtered through a slightly dreamlike perspective. The setting feels both real and imagined, much like memory itself.

Sivan’s creative influence is evident in the tone and atmosphere. Rather than focusing on luxury in a traditional sense, the campaign emphasizes emotional authenticity and human connection. It suggests that the true value of the wine lies not just in its craftsmanship but in the experiences it accompanies.

Troye Sivan’s Expanding Creative Influence

Troye Sivan’s role in this collaboration highlights his growing presence beyond music. Already known for his work as a singer, actor, and cultural figure, he brings a multidisciplinary approach that resonates with modern audiences.

His influence spans fashion, design, and visual storytelling, making him an ideal partner for a brand looking to evolve its identity. With billions of streams and a decade of acclaimed work, Sivan represents a generation that values creativity across multiple mediums.

In this context, his involvement with Penfolds feels organic rather than forced. He does not simply endorse the product but actively shapes its presentation and narrative. This level of engagement adds credibility and depth to the collaboration.

A Modern Take on Tradition

The Bin 389 collaboration represents a broader shift in how heritage brands approach innovation. Rather than abandoning tradition, Penfolds builds upon it by inviting new perspectives.

This balance is key to the project’s success. The wine remains grounded in decades of expertise, while the surrounding experience reflects contemporary ideas about art, memory, and identity. It is a reminder that tradition and innovation are not mutually exclusive but can coexist in meaningful ways.

For consumers, this creates a richer experience. The bottle becomes more than a purchase. It becomes part of a story that connects past and present, individual and collective memory.

Made for Moments That Matter

At its core, the Penfolds Bin 389 designed by Troye Sivan is about connection. Whether shared at a dinner table or collected as a piece of art, it encourages people to slow down and appreciate the moments that define their lives.

The collaboration captures something intangible yet deeply familiar. Memories may shift and evolve, but the feelings they carry remain powerful. By translating that idea into both design and experience, Penfolds and Sivan have created something that resonates beyond the glass.

As this partnership continues, it is likely to influence how luxury brands engage with culture and storytelling. For now, Bin 389 stands as a compelling first chapter, one that blends craftsmanship, creativity, and emotion into a single, memorable release.

Written By: Lydia Kelly

Published: 17th March 2026