Wine company Vinarchy has said it is accelerating its ambition to “redefine the wine category” by putting consumer insight, innovation and experiential marketing at the heart of its travel retail growth strategy.
At TFWA World Exhibition in Cannes, the company, which was created by the merger of Accolade Wines and Pernod Ricard Winemakers, said it is investing in consumer insights, developing new products and creating opportunities to grow the wine category.
Its research into purchasing behaviour, taste preferences and consumption occasions is identifying new ways to make wine more accessible, relevant and appealing to a wider audience, Vinarchy noted.
This includes rethinking how wine is presented and sold, with occasion-led merchandising helping shoppers navigate the category according to their needs – from an everyday bottle to a gift or special occasion.
The approach is particularly relevant to travel retail, where Vinarchy said an opportunity exists to engage travellers who may not have originally intended to buy wine.
Vinarchy Channel Director, Global Travel Retail Jeff Bond said, “Global travel retail is a fantastic opportunity to invite consumers into the wine category. It’s about making wine relevant to the occasion, encouraging trial and giving travellers a reason to purchase. We know from our activations that when consumers engage with our brands and experience the products, the impact on sales can be significant.”
In support of this approach, Vinarchy cited examples such as a month-long tasting campaign at Amsterdam Airport Schiphol, featuring Jacob’s Creek, Echo Falls and Campo Viejo, delivered a +241% uplift in sales. At Dubai Duty Free, an enhanced ‘World of Wine’ activation across Vinarchy’s international portfolio generated a +62% sales uplift compared with the March-June average.
The activations, delivered in partnership with Lagardère Travel Retail at Schiphol and African & Eastern at Dubai Duty Free, combined high-profile visibility with consumer engagement.
At Schiphol, sampling, brand ambassadors and -20% promotional offer supported a dedicated podium activation, while at Dubai Duty Free, Jacob’s Creek, Campo Viejo, Hardys and Brancott Estate were brought together in a prominent promotional space in Terminal 3 Arrivals.
Building on these results, Vinarchy said it is planning further activations in 2026 and 2027, alongside new distribution opportunities to strengthen its international presence.
The company is also exploring new flavours, formats and occasions to attract new consumers, with Echo Falls Blue Raspberry a high-profile example. Initially launched in the UK wholesale and convenience channel, the product sold 3.7 million bottles in its first five months, supported by organic social media activity that generated ten million impressions. New variants, including Sour Apple, are extending the brand’s innovation pipeline.
Vinarchy is also exploring new ways to enjoy wine through ready-to-drink formats. Jam Shed Jammy Red Wine and Cola, inspired by the Spanish calimocho, is one example of the company’s approach to creating new wine occasions and attracting new consumers to the category.
Among its established brands, global pillar Hardys is undergoing a transformation designed to bring “renewed energy” to the Australian wine category. Its refreshed brand world, ‘Almost Unbelievable’, combines the brand’s heritage with a more contemporary identity, while telling the story of founder Thomas Hardy, who travelled from the UK to Australia in 1847 to establish the brand.
In travel retail, Vinarchy is also increasing its focus on premiumisation and exclusive propositions. Campo Viejo’s refreshed Reserva and Gran Reserva ranges highlight the wines’ ageing credentials, while Tempranillo de Selección, developed exclusively for travel retail, is planned for wider rollout across the channel. ✈
