By introducing the activation, the wine company has stated its goal of doubling its TR sales in the EMEA region across its brand portfolio by 2030
Accolade Wines has launched an activation for its Italian Da Luca prosecco brand with retailer World Duty Free in the South Terminal at London Gatwick Airport. The activation is the wine company’s first airport activation in the EMEA region since pre-pandemic.
By introducing the activation, Accolade Wines has stated its goal of doubling its travel retail sales in the EMEA region across its brand portfolio by 2030.
The visuals and furniture for the Da Luca activation have been designed and delivered by Kounter, part of the Bluedog Group, with staffing for the promotion provided by Blackjack Promotions.
The initiative is the debut partnership between Accolade Wines and Kounter, with more EMEA activations from the partnership soon to be announced.
The activation allows travelers to taste the two main Da Luca expressions – Da Luca Prosecco and Da Luca Sparkling Rose. Dedicated brand ambassadors provide service.
The sampling campaign is running until January 4, 2024. The activation features a multi-purchase offer: Da Luca Prosecco – 2 for £20 and Da Luca Sparkling Rose – 2 for £16. Singles bottles are priced at £12.99 and £9.99 respectively.
Attention to the World Duty Free activation’s is drawn via strong pillar advertising for Da Luca – which is produced with grapes grown in Northern Italy – with its brand strapline: ‘Proudly Sicilian.’
Channel Sales Director EMEA – Distributors & GTR Jeff Bond said, “We know the importance of tastings in driving sales by getting ‘liquid on lips’ and that has been underlined by remarkable sales for the two Da Luca expressions in the opening days of the campaign.
“This is an exciting time for our travel retail business in the EMEA region, with ambitious targets set for expansion – we aim to double our business in the territory by 2030. We are excited to partner with Kounter with this, the first in a series of activations that will help us towards that ambitious target.
“I can promise a strong program of airport activations in travel retail for our brands in 2024, whilst we also continue to build business through our ferries and Eurotunnel business and with inflight sales.”
