SPAIN. Areas this week inaugurated its flagship Sibarium Delicatessen concept at Barcelona Airport Terminal 1, with the renovated 180sq m space offering an impressive range of wines, ham, cheese, olive oils, sweets, biscuits and other gourmet products.
The Moodie Davitt Report was on location in Barcelona as a guest of Areas this week, with a wider report to follow.
Click above for a brief video tour of Sibarium, filmed by The Moodie Davitt Report President Dermot Davitt this week
Areas described the new outlet as a “benchmark in the travel channel”. The location, which sits within the main shopping zone in the heart of T1, features an extensive tasting bar, where travellers can try before they buy. This is an enhanced feature of the new Sibarium. Previously it took up around 15% of space and 20-25% of sales, noted Areas. Today is is closer to 40% of the shop space and drives an even higher proportion of sales.
The tasting menu includes ham and cheese platters, small sandwiches, preserves and foie gras served with toast. The delicatessen also features a selection of sweets, beers from Mahou and a wide range of special wines, with more than 100 selected by renowned winery Lavinia. The range include many from small cellars that one cannot easily find elsewhere.
Key brands include acorn-fed ham by Montaraz, which can be purchased in fresh slices.
Digitalisation is also prominent through dynamic content screens, labels and QR-code menus. The staff is trained to provide advice to customers about the various product lines found in the store.
Areas’ in-house brand Sibarium features high-quality gourmet products that showcase local products, featuring the best regional and designation of origin products.
This brand, exclusively designed for airports, first came to life in 1997 at Barcelona Airport T2. It is currently present at Spain’s two largest airports, with three units at Barcelona Airport (two in T1 and one in T2) and Madrid Airport with four outlets (T1, T2, T4 and T4S). Fully renovated Sibarium locations at Madrid T1 and T2 will also open this month. ✈
