FRANCE. Wine company AdVini has opened a pop-up boutique – named ‘Once upon a Wine’ – in the newly-renovated Terminal 1 at Paris–Charles de Gaulle Airport. The activation, which will run until May, is a collaboration between the wine company, Groupe ADP, Lagardère Travel Retail and Extime Duty Free Paris.
At the pop-up users of Terminal 1 can visit France’s largest winegrowing regions in what AdVini describes as a unique and interactive shopping experience.
The boutique offers a constant selection of AdVini wines, plus a selection that changes from week to week.
Four activities offer an interactive, entertaining and digital experience:
- A wine expert is available to advise customers in their choice of wines;
- A counter-style tasting area lets passengers try the wines on sale before making purchases;
- A Once upon a Wine by AdVini app, developed for the boutique and available at the counter, provides travellers with information on the vintages and estates on offer in just a few clicks;
- Virtual reality headsets (see image below) take shoppers on a visit to the vineyards and estates of Chablis, Côte de Beaune, Châteauneuf-du-Pape and Saint-Emilion.
Lagardère Travel Retail Director, Merchant Beverage Victoire Gueugnier said: “AdVini has designed a very fitting concept, focused on the customer experience, in which shoppers can discover French wines while trying other local products, including truffle-based items.
“They can purchase what they’ve just tasted, and leave with a souvenir of French savoir-faire. We were delighted to work with AdVini on this concept, which showcases our country’s winegrowing and culinary traditions.”
AdVini has winemaking operations in France and South Africa. Its exports represent over 50% of the company’s sales, and the wines and brands of its properties are present in 110 countries.
The company said travel retail is an important sector for AdVini, which has sales points at more than 145 airports worldwide.
AdVini Marketing Director Nicolas Tracz said: “We are proud of our partnership with the Lagardère Travel Retail teams. It marks the relaunch of travel retail and the return of travellers from Asia and North America, two very important segments for AdVini’s development.
“This location provides added international visibility. Apart from designing a space that showcases our properties, wines and expertise, we wanted to offer visitors a truly interactive experience.”
Closed since March 2020 due to the COVID-19 crisis, Groupe ADP reopened Terminal 1 to passengers in December. Extensive renovations have been undertaken to update the terminal, including the unveiling of a brand-new passenger experience led by Extime, the new hospitality brand of Groupe ADP. ✈
