French wine company AdVini has partnered with Lagardère Travel Retail for a series of summer tasting activations at Marseille Provence and Amsterdam Schiphol airports.
Running since 27 July and ending today (28 August), the animations showcase the diversity and heritage of AdVini’s French wine portfolio through guided tastings, personalised recommendations and education-led retail experiences.
In Marseille Provence Airport Terminal 1, AdVini shines the spotlight on Château Gassier. The group is offering tastings of the Gassier Pas du Moine 350 Rosé Cru Sainte-Victoire and Gassier Côtes de Provence Blanc wines.
The activation broadens perceptions of Provence beyond rosé with a focus on the Cru Sainte-Victoire terroir. The pop-up is decorated with a motif inspired by the Sainte-Victoire mountain, famously painted over 80 times by Paul Cézanne. The motif features above the tasting bar and is complemented by olive trees.
The mountain features in Gassier’s hexagonal bottle, whose six sides reference the six generations of the Gassier family.
AdVini reports strong traveller interest in both featured wines. The activation has attracted French and international travellers, with particularly strong engagement among British and Chinese passengers.
Côtes de Provence Blanc was also selected for service onboard Air France Business Class this year.
“Travel retail offers a special opportunity to introduce consumers from around the world to the richness and diversity of French wine culture,” commented AdVini Global Travel Retail Director Ieva Olina.
“By working closely with partners such as Lagardère Travel Retail, we can create memorable moments of discovery where travellers can connect with the origins, craftsmanship and personalities behind each winery, while finding wines that suit their tastes, occasions or gifting needs.”
“Provence has a powerful emotional connection with consumers, particularly during the summer travel season,” added Olina. “However, our objective is also to broaden perceptions of the region and demonstrate that Provence is much more than rosé.
“The response to Gassier Côtes de Provence Blanc shows that travellers are increasingly curious to explore different wine styles when they are supported with the right information and guidance.”
Bringing French wine regions to Schiphol
At Amsterdam Schiphol Airport, AdVini and Lagardère Travel Retail broadened the focus of the tasting activations to showcase wines from Burgundy, the Rhône Valley and Provence.
The tasting line-up features Maison Champy, L’Oratoire des Papes and Château Gassier. It invites travellers to explore contrasting regional styles and discover the stories and characteristics behind each producer.
Sales promoters play a key role in the experience, offering guidance on provenance, grape varieties, food pairings and serving occasions. According to AdVini, this personalised approach is helpful to consumers less familiar with French wine and travellers searching for premium gifts.
Both activations offer a guaranteed-win prize draw mechanic with every purchase offering Gassier-branded gifts.
“French wine has an incredible story to tell, with every region offering its own identity, heritage and expertise,” said Olina. “By bringing together wines from Burgundy, the Rhône Valley and Provence, we can demonstrate the breadth of French wine culture and encourage travellers to discover bottles they may not have encountered before.”
“Today’s travellers are increasingly looking for meaningful experiences and products with a story behind them,” she continued. “Wine is a perfect example of a category where education, discovery and personal recommendations can transform the purchase experience.
“We are delighted about the partnership with Lagardère to showcase the richness of wine culture across its airport locations, while helping travellers discover wines that match their tastes, occasions and gifting needs.” ✈
