AdVini wants to reinvigorate the premium wine category in GTR via famous Châteauneuf-du-Pape ‘brand’
AdVini's Clos de L'Oratoire des Papes maison
For French wine group AdVini, the famous Châteauneuf-du-Pape appellation is a signal of excellence and reputation, not only for its flagship wine brand L’Oratoire des Papes, but for the heritage and savoir-faire that this region’s reds, and more recently whites, stand for on the international stage. Global Travel Retail Magazine traveled to the Rhône Valley in the South of France, to discover the terroirs, vineyards, cellars and cuvées that contribute to this most storied of wine ‘brands.’
AdVini is looking to ramp up distribution in travel retail for its flagship L’Oratoire des Papes range. The name has been an iconic wine choice for almost 100 years, ever since one Léonce Amouroux inherited the plot of vineyards and priory and renamed his new business after the Popes who built their summer palace on the heights of Châteauneuf-du-Pape in the 14th century.
Global Travel Retail Magazine visits the Clos de L'Oratoire des Papes maison [L-R]: Ieva Olina, Alison Farrington, Eduard Guerin
Ieva Olina and Eduard Guerin tour the vineyards of the Rhône Valley with global travel retail media
Eduard Guerin is the technical wine master for L’Oratoire des Papes and he explains the difference between vines grown on the rocky limestone versus the rounded rolling pebbles of the two Châteauneuf-du-Pape terroirs: strength versus structure. “You can taste the flintiness from limestone in the whites, and for the reds, there is that structure. The rolling stones are what define the soil quality in Châteauneuf-du-Pape – the vines take their nutrients from the deep rich clay here and the stones protect the moisture over the season, giving them a unique flavor strength,” says Guerin.
Now L’Oratoire des Papes is set for expansion into global travel retail based on the region’s storied heritage and gothic font logo, which according to Francois Miquel, General Manager of the company, will lead the charge defining this most classic of French wines in global duty free locations.
L’Oratoire des Papes is already distributed in Europe through its existing partnerships with Lagardere Travel Retail and Gebr. Heinemann, but now is the time for expansion into the global travel retail market, says Miquel.
“Since we are the main producer of reds in the Châteauneuf-du-Pape appellation we know there is global appetite for our brand. Currently our distribution is 70% Europe, 30% rest of the world.
“We have a strong impact on the shelf and that makes success in travel retail. Now we would like to expand the range with the white – because this is very exclusive in Châteauneuf-du-Pape,” says Miquel. White Châteauneuf-du-Pape is already listed with Gebr. Heinemann and Lagardère Travel Retail now carries the four wines of the range including Les Chorégies in top locations.
With its global operation currently standing at around 95% red production and 5% of white, the dynamic is soon to change. The average production of white wines in the appellation is 5-7%, yet white is already nearly 20% of what L’Oratoire des Papes produces. New vineyard acquisitions mean L’Oratoire des Papes white production can go up to 20% for 2025, to meet demand. “We are one of the most recognized quality producers for Châteauneuf-du-Pape white wine and with our flagship premium cuvée, Les Choregies, we wish to grow our travel retail footprint considerably,” says Miquel.
“We want to leverage our classic French wine reputation and appeal to a broad mix of travelers looking for an assured choice. We know we can create extra value for the retailer with our famous wines. And in turn, I hope the wine category will be enlarged in travel retail in the coming years, because by stocking Châteauneuf-du-Pape, it brings value and quality – it's important to have a good range for the traveler,” he adds.
“We have many types of customers looking for our bottles: from the wine lover to the wine geek – they know the label and the brand and why it’s a good opportunity to buy a bottle at the airport. We also have the beginners, who want to buy a classic. They go to Châteauneuf-du-Pape as it has an appellation and they recognize the label, so they are sure about the choice. With the label from 1926, we have also our embossed bottles, which is nice for gifting.”
Eduard Guerin gives Global Travel Retail Magazine a tour of the cellars
Visiting the cellars of L'Oratoire des Papes
Vintage stocks of L'Oratoire des Papes
2022 and 2023 vintages are bestsellers in global travel retail
Multi-region portfolio
Part of AdVini’s growth strategy for travel retail, is to leverage its diverse wine brand portfolio. It has started working with distribution agency Duty Free Global, known for its expertise in the wine sector in travel retail’s major territories.
“In particular, Duty Free Global will focus on developing the Asia region for us – mainly for Rhône Valley (L'Oratoire des Papes, Ogier) and Bordeaux (Château Patache d'Aux, Capet Guillier and Liversan) properties, but also other wineries in the South of France (Gassier, Vignobles Jeanjean, Cazes) and South Africa (Ken Forrester, L'Avenir, Kleine Zalze),” explains Head of Global Travel Retail, Ieva Olina.
Advini’s Burgundy brands Laroche and Champy are also distributed in travel retail, especially Laroche, which is one of the company’s biggest sellers.
Les Choregies is earmarked for growth in the channel
Airline synergies
AdVini carries out regular activations with tastings at airports for its portfolio of wines via a ‘Once upon a Wine by AdVini’ themed installation. “We have sommeliers to explain the wines from different regions and digital tools to guide the traveler through their choices. This was launched in T1 Paris Charles de Gaulle in 2023. This year we are also offering tasting sessions with ambassadors at Air France lounges, with a focus on the wine properties on board in 2025.
Olina notes it’s important for AdVini to continue to do wine education training with partners’ sales teams at airports, ferries, cruises and border shops. “They are our everyday ambassadors to tell the stories about our brands and share the knowledge about our exceptional wine regions,” she says.
AdVini has several brands from its wine portfolio listed with airlines, which offers the perfect opportunity for further synergies between airline and airport.
Olina is proud that AdVini wines are regularly awarded airline tenders for the First and Business classes on board Air France and British Airways. The wine which will be listed on First Class Air France is L'Oratoire des Papes white, but it will be on board only by 2026/2027. “The vintage cuvée on board will be a special 100th anniversary edition of L'Oratoire des Papes brand and label, but it will not be available in the markets until 2026. This kind of product is being prepared for GTR exclusive projects and is very limited edition due to our vintage stocks available. And for Business Class on Air France, we have Châteauneuf du Pape Ogier L'Ame and Laroche Chablis Les Chanoines,” she says.
AdVini works with airlines including British Airways, Air France, Qatar Airways, Emirates Airlines, Air Canada Airlines, Singapore Airlines, Korean Air and Japan Airlines.
“We have these great airlines as a stepping-stone to customers. So somewhere between the flight, the lounge and the store we want to tell the story of our wonderful wines,” adds Olina.
