Accolade Wines celebrates largest ever UK airport promotion with Avolta and Da Luca Prosecco

Precious moments bottled: Accolade Wines' Da Luca Prosecco at Birmingham Airport's World Duty Free store

Accolade Wines has launched a major travel retail promotion to run over the Christmas period with key brand Da Luca Prosecco.

In collaboration with Avolta and the company’s World Duty Free stores, the promotion will feature through multiple activations, making it Accolade’s largest ever brand promotion across UK airports.

The campaign – with the slogan ‘Precious Moments Bottled’ – highlights airport exclusives Da Luca Prosecco 75cl and Da Luca Sparkling Rose 75cl. Its goal is to enrich Da Luca’s brand awareness within global travel retail and drive the quality perception of Da Luca as one of the top Prosecco brands in the channel.

The promotion runs on digital screens at the front of World Duty Free stores and is supported by a ‘digital tasting unit’ where shoppers can sample the Da Luca expressions in the company of brand ambassadors.

Accolade anticipates a total of up to 8.6 million impressions for the promotional Da Luca screenings over the duration of the campaign, which began on November 26 and will run through to January 3, 2025.

The World Duty Free stores involved in the promotion are in Heathrow Terminal 2, Gatwick North and South Terminals, London Stansted, Birmingham, Manchester Terminal 3 and Newcastle airports.

Renowned for its elegance and crisp, refreshing taste, Da Luca Prosecco is crafted from the finest grapes in Italy, offering an option for consumers seeking “a truly exceptional Prosecco”. Strong Da Luca promotions and new listings in airports have driven a +11% volume increase in the year-to-date for Da Luca in global travel retail.

Da Luca hits the spotlight at London Stansted

Jeff Bond, Accolade Wines Channel Sales Director, said, “We are very excited to launch such a wide scale campaign with our retail partner World Duty Free. It provides us with the opportunity to captivate customers from the moment they step into the duty-free stores through the use of prominent digital brand screens, supported by an in-store promotion featuring tasting opportunities for shoppers.

“The aim is to drive the perception of Da Luca as a quality brand and of course to improve conversion overall in-store. The brand has performed very impressively for us in travel retail this year so far and we want to build on that as we head into another big year for the brand in 2025.”

Aisha Dad, Avolta Category Manager for Liquor in the UK, commented, “We are delighted to be able to launch such an extensive campaign over the busy Christmas period, in partnership with Accolade Wines. Da Luca Prosecco is a very popular brand with our customers, and it’s great that this impactful campaign will be live in several of our key locations, and will also involve the travel exclusive product lines that we offer. It will definitely engage travellers’ interest and help drive sales.”