As global travel continues to rebound, wine producers and travel retail stakeholders are intensifying efforts to capitalize on increased passenger footfall by enhancing consumer engagement through experiential marketing.
Speaking to the drinks business, Núria Robles, marketing manager for Global Travel Retail (GTR) and Africa at Henkell Freixenet, emphasized the need for greater innovation in the sector. “I think that there is something more that we can do. I think that it’s very important to try to see,” she said, suggesting that creating immersive experiences is key to driving wine sales in travel environments.
Robles cited a successful activation in Barcelona where Freixenet implemented an “engagement zone” designed to educate and attract consumers. “We had an engagement zone, so people want to stop there and learn more about our products,” she explained.
With air travel on the rise, the volume of consumers passing through airports is expected to steadily increase. The opportunity for engagement has become more significant, coinciding with a boom in UK wine tourism, which has seen a 55% uptick in visitors since 2022, according to the latest WineGB Tourism Report. The report underscores the growing economic importance of vineyard tourism and calls for strategies to sustain this growth.
TFWA president Philippe Margueritte also weighed in, pointing to emerging trends in hybrid retail experiences at airports. “Some operators are trying to inject more excitement, developing hybrid retail concepts at airports,” he noted. Margueritte highlighted research indicating that over half of air travelers now seek food and beverage options while waiting for flights.
“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,” Margueritte added. “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.”
Further illustrating the sector’s momentum, luxury car manufacturer Lamborghini revealed plans to expand its wine range via the duty-free channel. Despite already operating in over 80 countries, the company described travel retail as “right for us,” reflecting a broader industry push to reach consumers in transit.
As the travel retail landscape evolves, wine brands and airport operators alike are betting on immersive, multi-sensory experiences to convert casual travelers into loyal customers.
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