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Inside Penfolds’ ‘space-capsule’ pop-ups taking off across Southeast Asia

In an effort to increase its foothold in the Southeast Asian market, Australian winery Penfolds has launched a set of pop-ups across Singapore, Thailand, Malaysia, Vietnam and Cambodia during June and July. The ‘Terminal 1844’ pop-ups feature wine tastings, dance performances, and interactive activities, all centred around a space capsule theme. Meanwhile, bottles of ‘Baby Grange’ Penfolds Bin 389 are encased in limited-edition rocket-shaped gift boxes. “Southeast Asia has been a focus