Penfolds Released Holiday Wine Collection With Troye Sivan
The winery has partnered with the artist for limited-edition gift packaging and a bespoke candle scent.
Updated on Oct. 1, 2026 in Holiday Music
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Penfolds has launched its Holiday collection, which features five wine varieties in gift boxes designed by Creative Partner Troye Sivan. The release includes a collaborative candle produced with the fragrance house Tsu Lange Yor.
Why it matters
This partnership merges luxury wine retail with artist-led design to capture seasonal gifting demand. The collaboration also highlights the brand's efforts to align its heritage products with modern cultural partnerships.
The Field Study: Magill candles are available in 210g glass for $105 AUD and 500g ceramic formats for $349 AUD. Gift tiers require a minimum spend of $300 AUD or $1,000 AUD to access the respective candle sizes.
The players
Troye Sivan
He is a musician and actor who serves as a Creative Partner for the Penfolds brand.
Penfolds
This is a premium wine producer founded in Australia that oversees a global distribution network.
Tsu Lange Yor
This is a fragrance house that collaborated with the winery to develop a bespoke candle scent.
The details
Troye Sivan contributed unique colourways and handwritten messages to the packaging of five Penfolds wine varieties. The accompanying candle fragrance was developed by Tsu Lange Yor to evoke the sensory profile of the Magill Estate vineyards and cellars.
Timeline
Penfolds unveiled the Holiday collection on October 1, 2026.
The collection reaches global markets throughout October 2026.
Troye Sivan will release his album She's the Best on October 9, 2026.
Industry Dynamics
This move signals a broader trend where luxury beverage brands move into lifestyle goods to increase consumer touchpoints. By aligning with cultural figures, these companies are positioning themselves beyond traditional beverage sectors to compete in the premium gift market.
Consumers can access the limited-edition collection globally starting in October 2026. The promotional candles are available as specific gift-with-purchase tiers based on total spend on wine products.
The takeaway
Retailers continue to leverage high-profile partnerships to drive seasonal luxury spending. Shoppers looking to participate in this collaboration should note the specific spending thresholds required to secure the custom ceramic or glass candles.
What happens next
Troye Sivan is scheduled to release his new album, She's the Best, on October 9, 2026.
Further reading
Explore the intersection of seasonal consumer trends and artist collaborations in our Holiday Music section.
More information
Find further details on the collection and availability on the official Penfolds brand website.
Source note: This article includes information reported by The Queenslander.
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