On August 8, 2024, behind the lucky number "8", there is a rich connotation of the brand: it was the 180th anniversary of Penfolds, the Australian wine brand, as well as the grand launch of the 2024 Penfolds Collection and BIN 180 commemorative wines.

The event was held at Dongjingyuan Temple, a 600-year-old temple transformed from the famous Zhizhu Temple in Beijing. Combining the aesthetics of traditional Chinese architecture with contemporary art design, this ancient temple carries countless stories and memories, which is undoubtedly a perfect match for Penfolds brand's long historical heritage and its deep love for China.

The 180th anniversary dinner and the release of the new 2024 collection is a special feast in the context of the 180th anniversary, and even more so in the new context of the political, economic and trade relations between Australia and China. It is a journey to celebrate the spirit of the masters of the Penfolds brand. It is also a dinner with no boundaries, a blend of East and West, and a joyful gathering of both guests and hosts.

The 180th anniversary of Penfolds is the condensation point of the Penfolds brand across time and space, as well as the beginning of a brand new cycle. Penfolds has truly become a master brand in the global wine industry with cultural heritage and inherited skills, and at the same time, Penfolds has opened a new chapter for the world and China.

From the entrance gate to the vestibule, the Penfolds brand logo and the classic red color were carefully arranged. In the Mingle area before the gala dinner, we creatively displayed Penfolds' brand history and product stories in the form of art exhibition, leading guests to experience Penfolds' high-end wines from different dimensions such as touch, sight and taste. During the gala dinner in the main hall, two young dance artists fused Wing Chun and Bagua Palm to pay tribute to Penfolds' blending philosophy of winemaking, and the chief performers from the National Theater of China also came to the scene to present a gorgeous music for the event. Finally, brand spokesman and famous actor Duan Yihong made a surprise appearance, bringing Penfolds 180th anniversary special commemorative wine BIN 180, which became the biggest highlight of the event.