Penfolds Postal Pop-Up at Chadstone

Between the Christmas crowds and the scramble for last-minute presents, Penfolds is offering a tastier, more tactile approach to gifting at its postal pop-up. Styled as a reimagined postal service, the structure and design of the space pay homage to the wines that Penfolds produces in the best winemaking regions across the world.

Inside, shelves are lined with bottles belonging to the From Penfolds to the World collection, available in limited-edition gift boxes. Shoppers can browse, pick up a few bottles to take home, or book a guided tasting of wines like the Bin 389 cabernet shiraz; FWT 585, a French blend of cabernet sauvignon, merlot and petit verdot; and Bin 600, a cabernet sauvignon shiraz from California.

Each is available in a striking shipping container gift box, while the Bin 28 shiraz comes in a sleek rectangular gift box. Also available to purchase are Penfolds flagship Grange, champagne cuvée brut and a range of other wines. The pop-up will also offer a gift-wrapping service that includes wax seals, parchment wrapping and personalised messages, evoking the romance of sending something special across borders.

This isn’t your usual retail stop – think of it more like a miniature Penfolds cellar door dropped into one of Melbourne’s busiest shopping centres. With a mix of craftsmanship, travel nostalgia and great wine, the pop-up offers a pause amid the rush and a place to find something special (and have it wrapped immaculately) before heading back into the festive fray.

Tastings run daily from 2pm and must be booked in advance. Book your appointment here.

This article is produced by Broadsheet in partnership with Penfolds.