Lamborghini to expand its wines via travel retail
Lamborghini, known more widely for its race cars, is looking to broaden its wine range via travel retail in a bid to turn heads in airports. The post Lamborghini to expand its wines via travel retail appeared first on The Drinks Business.
Lamborghini, known more widely for its race cars, is looking to broaden its wine range via travel retail in a bid to turn heads in airports.
Speaking exclusively to the drinks business, Tenuta Lamborghini CEO Silvio Tschang said: “Our winery was created by Ferruccio Lamborghini and Ferruccio Lamborghini was the owner that created the Lamborghini car. In 1968, during a trip to the beautiful region that is Umbria in Italy, he fell in love with the area and everything in it, this was when he bought a vineyard to create Lamborghini Wines.”
Tschang told db: “Even though our company is already selling to more than 80 countries, expanding in Asia is very important, especially Japan for us since it is one of our most important markets as a brand.”
Tschang explained: “Now, we really want to become more available within duty free because, at the moment, you can only really find our wines in Rome Airport and across Italian duty free. But we actually want to expand further into the other territories.”
According to Tschang, Lamborghini has identified how travel retail is a good fit since it already has the positioning of a luxury brand and so is a good fit for airport retailers looking for ways to turn heads.
He described how “the duty free market is right for us because many of our bottles are so nice that they make great gifts. Especially when people are traveling, they look for something eye-catching. Something that they can buy to bring home to their friends”.
The other added benefit, Tschang admitted, was the fact that the winery would be able to broaden its reach to new consumers by leveraging the brand’s appeal.
He explained: “We want to appeal to people that don't necessarily know about the fact we make wine. We are very lucky, because the brand is very well known, so all the people recognise it immediately and they want to buy it. This means that our job is simply to create very good wine so that when the people drink just one bottle afterwards they love it and decide that they want to drink it again in future. The quality of our wine really is more important to us than the brand itself. In fact, our winemaker Riccardo Cotarella is considered to be one of the most important winemakers in the world.”
As for the level of luxury available, the company does however have one challenge: how to encourage trial since the bottles are attractive, Tschang said it has become a task encouraging people to open them.
He pointed out that airport locations where sampling activity could take place or in flight would also be beneficial. Tschang explained: “We are also interested in design and always want to create something, particularly in our bottle packaging that is not a normal shape. For instance, we created an octagonal bottle. Only one machine in the world can make this bottle. To make each bottle and put on each label, it has to be done one-by-one.”
He added: “We try to give something special to the consumer. In fact, one of the problems is that many of our customers who buy these bottles tell us that they don't want to open the bottle. They want to try the wine, but they also want to display the bottle or give it away as a gift.”
Speaking exclusively to the drinks business, Tenuta Lamborghini CEO Silvio Tschang said: “Our winery was created by Ferruccio Lamborghini and Ferruccio Lamborghini was the owner that created the Lamborghini car. In 1968, during a trip to the beautiful region that is Umbria in Italy, he fell in love with the area and everything in it, this was when he bought a vineyard to create Lamborghini Wines.”
Tschang told db: “Even though our company is already selling to more than 80 countries, expanding in Asia is very important, especially Japan for us since it is one of our most important markets as a brand.”
Tschang explained: “Now, we really want to become more available within duty free because, at the moment, you can only really find our wines in Rome Airport and across Italian duty free. But we actually want to expand further into the other territories.”
According to Tschang, Lamborghini has identified how travel retail is a good fit since it already has the positioning of a luxury brand and so is a good fit for airport retailers looking for ways to turn heads.
He described how “the duty free market is right for us because many of our bottles are so nice that they make great gifts. Especially when people are traveling, they look for something eye-catching. Something that they can buy to bring home to their friends”.
The other added benefit, Tschang admitted, was the fact that the winery would be able to broaden its reach to new consumers by leveraging the brand’s appeal.
He explained: “We want to appeal to people that don't necessarily know about the fact we make wine. We are very lucky, because the brand is very well known, so all the people recognise it immediately and they want to buy it. This means that our job is simply to create very good wine so that when the people drink just one bottle afterwards they love it and decide that they want to drink it again in future. The quality of our wine really is more important to us than the brand itself. In fact, our winemaker Riccardo Cotarella is considered to be one of the most important winemakers in the world.”
As for the level of luxury available, the company does however have one challenge: how to encourage trial since the bottles are attractive, Tschang said it has become a task encouraging people to open them.
He pointed out that airport locations where sampling activity could take place or in flight would also be beneficial. Tschang explained: “We are also interested in design and always want to create something, particularly in our bottle packaging that is not a normal shape. For instance, we created an octagonal bottle. Only one machine in the world can make this bottle. To make each bottle and put on each label, it has to be done one-by-one.”
He added: “We try to give something special to the consumer. In fact, one of the problems is that many of our customers who buy these bottles tell us that they don't want to open the bottle. They want to try the wine, but they also want to display the bottle or give it away as a gift.” 
