Inside Penfolds’ ‘space-capsule’ pop-ups taking off across Southeast Asia
Inside Retail
JUNE 22, 2022
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 across June and July. Until 2020, China was the Australian wine industry’s largest market, making up over one third of the industry’s exports.
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