GERMANY. Sparkling wine producer Henkell Freixenet has partnered with Gebr. Heinemann for an interactive wine finder campaign highlighting its Schloss Johannisberg Riesling wines at Frankfurt International Airport.
Running from 3 April to 2 July in Terminal 1B, the activation guides consumers in selecting the wine that complements their taste.
The brand’s digital activation, Pick – Compare – Enjoy, delivers a fun and easy wine discovery process, combining useful product insights with an engaging and memorable shopping experience.
The activation allows shoppers to choose any bottle from the shelves, instantly displaying detailed information on a large screen, including product characteristics, grape variety, food pairing suggestions and origin details.
Within the activation area, travellers can compare various wines through the interactive system and enjoy tastings to help them find the right option for gifting or personal consumption.
Henkell Freixenet Head of Sales Global Travel Retail Ramon Olive said, “Activations like this play an important role for us. Travellers like to experience new brands in airports and are more open to discovering new products.
“Furthermore, they want them to 100% meet their needs. In our latest activation we deliver the perfect digital solution to find your perfect wine match, making it easy to find exactly the wine you would like to drink.
“For Riesling connoisseurs, we have increased our portfolio at Frankfurt Airport to satisfy all palates and to bring something different to them. We have been listed this year with two additional SKUs for Schloss Johannisberg – Bronzelack and Rosalack – not only in Germany but also in Turkish airports.
“With the interactive wine finder, we want to uptrade the Schloss Johannisberg consumer and give them more options at the time of buying their favourite Riesling brand.”
Designed to make the Riesling category more approachable, the tool helps first-time shoppers identify the SKU that matches their taste, driving engagement within the segment.
With its location near the Schloss Johannisberg winery, the airport offers a fitting setting for the debut of the wine finder, allowing travellers to easily connect with the brand as they explore the Rheingau region. ✈
