In the same way you would think of Penfolds when asked about New World wineries, Troye Sivan comes to mind when one considers the definition of a modern male pop star. Both global sensations, both unequivocally Australian. Bold and experimental in their expressions, yet palatable to a wide range of audiences, Penfolds and Sivan represent the form of Australian excellence that draws inspiration from the world while giving their own audacious spin to their artistry. Just as Penfolds’ wines find their way across intimate dinner parties and esteemed functions, you would too find Sivan’s addictive melodies booming from music festivals to wired earphones as you commute to work. The announcement of Sivan as Penfolds’ new Global Creative Partner this year just made sense, as two Australian icons came together to tell the world their story.
First unveiled during Paris Fashion Week this year, Sivan’s debut as Global Creative Partner manifested in the form of two limited-edition offerings: a 750ml gift box and a 1.5 litre magnum art piece that holds the Bin 389 Cabernet Sauvignon Shiraz. The former presents the 2023 vintage in a sleek red-and-white box, wrapped in one of 20 images from Sivan’s camera roll, while the latter contains the wine in a handcrafted, 20-piece exclusive by artist Rahee Yoon – making it an exceptional collector’s piece.
Observed through its decadent, plum-red hue that leaves a crimson rim, the Bin 389 first greets you with a bouquet of dark fruit aromas, including blackberries and juicy plums, before following up with a touch of dark chocolate, cinnamon sugar, and savoury notes of seasoned lamb, soy sauce and dried herbs. Taste-wise, you notice the Shiraz’s weight and warmth, while the Cabernet Sauvignon imbues this wine with depth and structure. Beyond the burst of currants and cranberries, you wil pick up on the sweetness of vanilla and the umami notes of black olives, followed by tannins that coat the mouth.
As an arbiter of cool, the goal was not just to introduce limited-edition packaging and call it a day. Sivan understood that to connect is to engage the senses – through taste, sight, and a genuine story you could show rather than tell.
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