13 August 2026, India – Penfolds has announced Troye Sivan as its new Creative Partner. The landmark multi-year collaboration will see the cultural phenomena lead the brand into new creative territories, celebrating shared experience.
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.”
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.”
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 striking translucent red-and-white designs evoke warmth and nostalgia. The wine itself – a benchmark of Penfolds excellence; one of Australia’s most cellared wines and a favourite amongst collectors worldwide – reflects Troye’s expressive, approachable character and casual elegance.
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.
Bin 389 Designed by Troye Sivan is available globally from March 2026 via luxury retail, global travel and direct-to-consumer channels. Bin 389 Designed by Troye Sivan 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. Further collaborations between Penfolds and Troye Sivan will be announced throughout 2026. Visit www.penfolds.com for more information.
