GERMANY. Henkell Freixenet has teamed up with Gebr. Heinemann to showcase premium brands Mionetto and Schloss Johannisberg through an immersive activation at Frankfurt International Airport.
Running until 3 September at the new Beacon Area in Terminal 3, the campaign invites travellers to explore the brands in a high-profile setting centred around a shared tasting bar, complemented by a dedicated gondola designed to boost visibility, engagement and conversion.
The gondola’s exterior showcases Mionetto, with a focus on key expressions such as Prosecco DOC and Prosecco DOCG. The presentation is enhanced by branded table inlays featuring product and brand information, alongside a tablet showing video content of the winery and its surrounding landscape.
The interior highlights Schloss Johannisberg and its renowned Riesling range, including Rotlack, Grünlack, Bronzelack, Silberlack and Rosalack. The experience also includes a winery-focused brand film, informative table inlays and an interactive tablet that offers travellers deeper insight into the wines and the historic winery.
Gebr. Heinemann Director Commercial Global LTC Ruediger Stelkens said, “The Beacon at Frankfurt Airport Terminal 3 is a showcase for what strong partnerships in travel retail can achieve.
“Together with Henkell Freixenet, we are creating a premium environment that not only drives commercial performance but also reflects the strategic importance of sparkling wine as a key category for international travellers.
“Activations like this strengthen our offer and give renowned brands such as Mionetto and Schloss Johannisberg a fantastic stage.”
Gebr. Heinemann Director Marketing Sören Borch added: “Today’s travellers are looking for more than just a purchase – they want experiences that surprise and inspire. With the new Beacon, we are turning the shop floor into a stage where storytelling, design and tasting come together across categories.
“The activation by Henkell Freixenet brings the worlds of Mionetto and Schloss Johannisberg to life and demonstrates how innovative retail concepts can create genuine emotional connections with travellers.”
Henkell Freixenet Head of Sales Global Travel Retail Ramon Olivé said, “Activations like this play an important role for us, especially in such a unique spot.
“This privileged space within the airport allows us to showcase the entire range of products of Mionetto and Schloss Johannisberg available in the store and create an impact in front of travellers.
“Furthermore, the exclusive placement in the Beacon Area delivers a premium consumer experience which matches 100% the high quality of our brands.” ✈
