Family-owned Australian winery Taylors Wines is collaborating with Heinemann Duty Free in a high-profile activation at Sydney Airport.
The Departures store promotion will run until the end of June. It spotlights an encased The Legacy 2014 and features travel retail-exclusive products, which include new vintage releases of The Visionary and The Pioneer Collector’s Edition Magnums. An integrated screen showcases a new film from the winery.
Only limited quantities of The Legacy, which has a RRP of A$1,000 (US$694), will be available during the campaign which will be extended to airports in Melbourne, Adelaide, Cairns and Brisbane.
According to Taylors Wines, The Legacy 2014 celebrates its aim to craft a New World wine which would “stand tall against those of Old World Bordeaux, namely Mouton Rothschild”.
Its release marks the anniversary of the year Taylors Wines Founder Bill Taylor and his sons established their winery in the Clare Valley region. Once a family of Sydney publicans, they entered the wine industry to realise their passion for crafting fine wines.
Heinemann Australia Managing Director Richard Goodman said: “We are proud to collaborate with Taylors Wines to bring such a premium product and experience to the forefront of our customers’ journey.
“The Legacy is such a significant product for the Australian wine industry and we are excited to continuously elevate the travel retail experience by being the first GTR operator to range it on such a prominent scale.”
According to Taylors Wines, the reception from other duty free operators outside of Australia has been “exceptional” and its wines were well received at the recent TFWA Asia Pacific Exhibition, where it was showcased by Duty Free Global.
Taylors Wines Managing Director and Winemaker Mitchell Taylor commented: “We’re extremely humbled by the global reception for this special wine. My grandfather set an ambitious goal for the family to craft a New World wine of stature and prominence, much like those of the Old World.
“I know he would be proud of what we’ve achieved with this wine and our efforts to share it with wine lovers all around the world.”
