Penfolds has announced Australian singer-songwriter, actor and YouTube personality 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.
Sivan said: “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 said: “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.”
Sivan celebrated the announcement by hosting an intimate dinner during Paris Fashion Week. Joined by a close circle of friends and creators, he unveiled his first collaboration, limited-edition Penfolds Bin 389 Cabernet Sauvignon Shiraz designs.
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 20 images selected from Troye’s personal camera roll. 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.
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 now via www.penfolds.com, and select national and independent retailers. Further collaborations between Penfolds and Troye Sivan will be announced throughout 2026.