Torres said the exclusive edition’s bottle design pays tribute to Dubai’s “iconic architecture and dazzling night skies”.
The product is from the flagship label of Familia Torres-owned winery Pago del Cielo in Ribera del Duero, Spain.
Celeste Crianza bottle design and liquid
The Celeste Crianza Dubai City Skyline Edition showcases Dubai’s most famous landmarks, elegantly illustrated in a sophisticated silver-on-black colour scheme, meticulously painted directly onto the glass.
This striking design, MMI noted, encapsulates Dubai’s “luxurious and dynamic essence, making it an exceptional collector’s item for wine lovers and travellers alike”.
Pago del Cielo’s Celeste Crianza is crafted from 100% Tinto Fino (Tempranillo), sourced from vineyards over 30 years old, located at elevations ranging from 790-900 metres.
The wine undergoes 12 months of aging in partially new French and American oak barrels, resulting in a bouquet of black fruits, delicate toasted nuances and subtle spice.
Winemaker Juan Ramón García said: “This limited edition of our Celeste Crianza is the result of a collaboration between Familia Torres and Dubai Duty Free to create an exceptional wine that also pays homage to Dubai.
“This wine reflects our heritage and forward-thinking craftsmanship, nurtured under the constellations of Ribera del Duero, now shining with the brilliance of Dubai.”
Familia Torres Business Development Consultant Salim Frederic Isler commented: “This project exemplifies the winery’s dedication to crafting wines that not only embody the essence of their terroir but also celebrate the cultures and destinations where they are enjoyed.
“We are proud to bring such an exclusive duty-free edition to the vibrant market of Dubai.”
Fusion of retail and food & beverage
The 2021 Celeste Crianza Dubai City Skyline Edition launch is complemented by two special offers.
Customers who purchase two bottles at Dubai Duty Free will receive a complimentary glass of Torres wine at ELR venues Jack’s Bar & Grill, The Sports Shack and The Kitchen by Wolfgang Puck.
In addition, guest purchasing any Familia Torres wine at the trio of venues can benefit from a special discount when purchasing Celeste Crianza at Dubai Duty Free.
Connecting top-tier hospitality and retail
MMI Travel Retail Division General Manager Nathalie Fouquet commented: “We are thrilled to bring this exclusive edition to Dubai Duty Free. This initiative is a testament to the power of collaboration in delivering unique, premium experiences for travellers.
“Restaurants and bars at Dubai Airport provide the perfect setting for wine lovers to discover and taste exceptional wines, creating a natural bridge to purchasing at Dubai Duty Free.
“This activation showcases the strength of our partnerships and how we can connect brands, retailers and hospitality venues to enhance the traveller experience.”
Dubai Duty Free Senior Vice President – Purchasing Sharon Beecham said: “Dubai Duty Free is committed to offering travellers the finest selection of wines and this collaboration further elevates our portfolio.
“Our customers are increasingly looking for exclusive offerings in the liquor category, and this collaboration provides them with a great opportunity to purchase a unique wine experience.’’
Emirates Leisure Retail & MMI CEO Tyrone Reid commented: “This collaboration is a great example of how we can elevate the traveller experience by seamlessly connecting premium wines with top-tier hospitality and retail.
“By engaging consumers at multiple touchpoints – from enjoying a glass in a world-class restaurant to taking home an exclusive Torres bottle from Dubai Duty Free – we create a richer, more memorable journey for wine lovers passing through Dubai Airport.”
Future partnerships
Signalling its intention to build on this latest initiative, MMI noted it remains committed to strengthening partnerships between brands and retailers, and working to bring more exclusive collaborations to the travel retail channel.
MMI General Manager Wine, Champagne and Sake Tony Dodds said: “This is just the beginning. We at MMI are dedicated to facilitating even more exciting collaborations between brands and retailers, whether by curating dedicated wine selections for Dubai Duty Free or creating exclusive wine editions that travellers can find only at Dubai Duty Free.
“Our goal is to offer travellers unique and high-quality wines that make their journey even more memorable.” ✈
Martin Moodie writes: Connecting top-tier hospitality and retail. That is the name of the game in this brilliant cross-channel collaboration that brings an exclusive release from the great Spanish wine house Familia Torres to Dubai Duty Free stores and Emirates Leisure Retail food & beverage outlets at Dubai International Airport.
How often do we see the potential of growing the airport non-aero revenues cake undermined by the silos that exist between rival operators, notably in retail and F&B?
What if they worked together (a thought close to the heart of Avolta CEO Xavier Rossinyol, in particular) instead of in competition? And what if that collaboration involved a product (in this case a fabulous Ribera del Duero from Torres-owned Pago del Cielo) that the consumer cannot find anywhere else?
That is precisely what has happened at Dubai International Airport where an outstanding, exclusive and localised product has been introduced. And not just introduced but cross-promoted between stores and restaurants.
Bravo to all concerned for breaking down silos (which travellers do not recognise anyway) and doing what makes sense for retailer, F&B operator and… most of all, the consumer.
