Penfolds, the world-renowned Australian wine producer brand, has announced Troye Sivan, the global queer pop icon, as its new Creative Partner. The collaboration will be a multi-year partnership, seeing the pop culture icon lead the brand into new creative territories and celebrating shared experiences.
Penfolds has announced global cultural icon Troye Sivan as its new Creative Partner, where the artist will bring his creative perspective across music, fashion and design to the world of wine. The partnership kicked off with Bin 389 designed by Troye Sivan – a limited-edition collection featuring personalized designs from Troye’s camera roll and a rare 1.5L magnum edition.
Bin 389, designed by Troye Sivan, comprises two offerings: a limited-edition 750ml gift box and a 1.5L magnum art piece, both showcasing wine from the 2023 vintage. Each 750ml bottle is carefully hand wrapped in tissue paper printed with one of twenty images selected from Troye’s personal camera roll – each image is a moment of inspiration and connection to be collected and treasured. The magnum edition, handcrafted by South Korean artist Rahee Yoon, is limited to just 20 pieces, making it an exceptionally rare collector’s item, available by expression of interest only.
The design, with striking reds and whites, evoke warmth and nostalgia. And the wine itself? A benchmark of true Penfolds excellence. As one of Australia’s most cellared wines, it is a favorite among collectors worldwide, reflecting Troye’s expressive, approachable character, and casual elegance.
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Bin 389 is available globally from March 2026 via luxury retail, global travel and direct-to-consumer channels.
It will be available from August 2026 at select fine wine retailers across Mumbai, Bengaluru and Haryana, priced at INR 9,700, INR 8,320 and INR 9,500, respectively.
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Troye conveyed his excitement about the collaboration: “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.”
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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.”
Troye Sivan follows in the footsteps of Penfolds’ first Creative Partner, NIGO, founder of Human Made and Artistic Director of Kenzo. Penfolds Creative Partners are globally celebrated cultural trailblazers who defy convention, merging authenticity and innovation to reshape the boundaries of creativity.
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Global pop icon Troye Sivan will be collaborating with Penfolds for a multi-year partnership, reflecting on personal memories and entering new creative territories. The collaboration kicks off with Bin 389, a limited-edition collection designed by Sivan himself.
