Could the wine industry broaden its reach via airports?
The question of whether the wine sector could boost its appeal via airports is being considered while the opportunities become more apparent. The post Could the wine industry broaden its reach via airports? appeared first on The Drinks Business.
The question of whether the wine sector could boost its appeal via airports is being considered while the opportunities become more apparent.
Speaking exclusively to the drinks business, Henkell Freixenet marketing manager GTR and Africa Núria Robles admitted: “I think that there is something more that we can do. I think that it's very important to try to see.”
To assist in moving the wine sector forwards in travel retail shop-in-shops as well as via pop-up sampling booths, airport restaurants and airline menus, the suggestion was that “creating experiential activities” would be the best approach.
Robles suggested that the wine sector needed to “try to engage consumers and create experiences” and told db: “This is what Freixenet did last year in Barcelona. We had an engagement zone, so people want to stop there and learn more about our products.”
As db highlighted earlier this week, with more people travelling by air to see the world, the number of shoppers passing through airports will see a “steady rise”.
Added to this, UK wine tourism is currently booming with 55% more visitors since 2022 according to the latest WineGB Tourism Report which highlights the increasing importance of visitors to vineyards to the rural economy and outlines actions needed to support further expansion.
Also commenting on the topic of what more the GTR sector could do to play a role in supporting sales increases, TFWA president Philippe Margueritte pointed out that: “Some operators are trying to inject more excitement, developing hybrid retail concepts at airports for example” and highlighted how “studies show that having a drink or something to eat while waiting for a flight is increasingly popular, attracting more than half of all travellers”.
According to Margueritte: “Introducing a retail element into the food and beverage offer is a logical development, enabling travellers to buy a bottle of the wine they’re enjoying as they eat, for example. It plays to the desire for a multi-sensory experience, which is why we’re seeing more of this kind of outlet at airports these days.”
Lamborghini recently told db that it is looking to broaden its wine range via travel retail and said that “even though our company is already selling to more than 80 countries” it admitted: “The duty free market is right for us.”
Speaking exclusively to the drinks business, Henkell Freixenet marketing manager GTR and Africa Núria Robles admitted: “I think that there is something more that we can do. I think that it's very important to try to see.”
To assist in moving the wine sector forwards in travel retail shop-in-shops as well as via pop-up sampling booths, airport restaurants and airline menus, the suggestion was that “creating experiential activities” would be the best approach.
Robles suggested that the wine sector needed to “try to engage consumers and create experiences” and told db: “This is what Freixenet did last year in Barcelona. We had an engagement zone, so people want to stop there and learn more about our products.”
As db highlighted earlier this week, with more people travelling by air to see the world, the number of shoppers passing through airports will see a “steady rise”.
Added to this, UK wine tourism is currently booming with 55% more visitors since 2022 according to the latest WineGB Tourism Report which highlights the increasing importance of visitors to vineyards to the rural economy and outlines actions needed to support further expansion.
Also commenting on the topic of what more the GTR sector could do to play a role in supporting sales increases, TFWA president Philippe Margueritte pointed out that: “Some operators are trying to inject more excitement, developing hybrid retail concepts at airports for example” and highlighted how “studies show that having a drink or something to eat while waiting for a flight is increasingly popular, attracting more than half of all travellers”.
According to Margueritte: “Introducing a retail element into the food and beverage offer is a logical development, enabling travellers to buy a bottle of the wine they’re enjoying as they eat, for example. It plays to the desire for a multi-sensory experience, which is why we’re seeing more of this kind of outlet at airports these days.”
Lamborghini recently told db that it is looking to broaden its wine range via travel retail and said that “even though our company is already selling to more than 80 countries” it admitted: “The duty free market is right for us.” 
