PENFOLDS MARKS LUNAR LEGACY WITH YEAR OF THE HORSE GIFTING SERIES

Penfolds has unveiled a limited-edition gifting collection for the Year of the Horse, designed by Bulletproof. Inspired by traditional Chinese paper folding, the series combines sculptural packaging, collectible keepsakes, and ceremonial unboxing experiences. The release underscores Penfolds’ commitment to precision, heritage, and cultural resonance in both winemaking and design.  

For Penfolds, Lunar New Year has long been one of the most significant calendar moments, a time when heritage, artistry and cultural resonance converge. In 2026, the brand chose to celebrate the Year of the Horse with a limited-edition gifting series that elevates its reputation for precision and storytelling. Partnering with London-based design agency Bulletproof, Penfolds sought to create a collection that would feel both culturally meaningful and distinctly premium, while offering collectors and wine enthusiasts a tactile, immersive experience.  

Bulletproof’s design approach was rooted in the traditional Chinese craft of paper folding, a practice that embodies patience, precision and layered complexity. Rather than relying on flat illustration, the team translated the horse into sculptural form, pushing the boundaries of die-cutting to achieve layered structural elements, intentional creases and spatial depth. This dimensional language conveyed qualities associated with the horse — strength, speed and perseverance — while ensuring that every touchpoint of the packaging carried a sense of craftsmanship. The result was a design that felt alive, resonant and celebratory, embodying both cultural symbolism and contemporary artistry.  

The gifting series was applied across five distinct wine blends, each retaining visual coherence while celebrating the individuality of its BIN. This balance between unity and distinction reflected Penfolds’ philosophy of honouring tradition while embracing innovation. Beyond the bottles themselves, the collection extended into bespoke non-wine gifting experiences that deepened its cultural relevance. A custom Lunar New Year mahjong set was created, blending functionality with collectability, while a Horse Edition wine stopper offered a keepsake that could live beyond the festive season. A specially engineered Grange tool was also introduced, designed to interact with and reveal the layered artwork, transforming the act of unboxing into a ceremonial moment.  

This multi-touchpoint craftsmanship underscored Penfolds’ enduring commitment to quality and heritage. Just as its winemaking is defined by precision and patience, so too was the design of this collection. The tactile qualities of the paper-folding execution invited consumers to engage with the brand in a new way, making the gifting experience not just about the wine but about the ritual, the artistry and the cultural symbolism embedded in the Year of the Horse.  

For Penfolds, the collaboration with Bulletproof was more than a design exercise; it was a statement about how brands can honour cultural traditions while remaining contemporary and aspirational. The Year of the Horse collection exemplified how design can extend the narrative of a brand, creating resonance across generations and geographies. By integrating collectible objects such as the mahjong set and wine stopper, Penfolds ensured that the series would not only be consumed but cherished, living on as part of personal and cultural memory.  

The Lunar New Year gifting series also reflected a broader trend in luxury branding: the move towards immersive, multi-sensory experiences that go beyond product to encompass ritual and storytelling. In this sense, Penfolds positioned itself not just as a winemaker but as a curator of cultural moments. The ceremonial unboxing, the sculptural packaging, and the collectible keepsakes all worked together to create a narrative of celebration, perseverance and legacy.  

As the Year of the Horse is associated with energy, endurance and vitality, the design captured these qualities in a way that felt both authentic and aspirational. The layered paper folds mirrored the layered complexity of Penfolds’ wines, while the sculptural horse embodied the dynamism of the year itself. This interplay between symbolism and substance reinforced the brand’s ability to weave cultural meaning into its identity.