SPAIN. Henkell Freixenet is running a festive animation at Josep Tarradellas Barcelona-El Prat Airport spotlighting its flagship sparkling wine brand Freixenet. The pop-up launched at the end of October and will run until 7 January.
The activation occupies a 17sq m space within the Avolta shop in Terminal 1. Designed to celebrate the spirit of travel and gifting, the concept offers travellers an elevated and engaging brand experience during the peak holiday travel period.
At the heart of the activation is a dedicated tasting bar, where travellers can sample Freixenet’s key expressions. These include Freixenet Prosecco, Freixenet Cordon Negro and the Freixenet French Cuvées Royal.
In addition, travellers can personalise their purchases with customised messages at a special ribbon bar.
According to the brand owner, the immersive setup, featuring a bar and three stocking units, was developed to attract travellers, encourage trial and drive conversion.
Avolta Global Head of Liquor David de Miguel commented: “At Avolta, we love turning travel time into a memorable part of the journey and this new Freixenet activation does just that. With tastings in store and the unique gifting element, through this collaboration we’re helping to make the festive season feel that bit more special for passengers.”
Henkell Freixenet Head of Sales Global Travel Retail Ramon Olive added, “We’re excited to launch our latest brand activation in partnership with Avolta, bringing the spirit of Freixenet to one of Europe’s most vibrant travel hubs at Barcelona airport.
“This year, our spotlight shines on Freixenet Prosecco, presented in its unmistakable Diamond bottle, a symbol of elegance and modern Italian style that continues to captivate consumers all around the world.
“Airports are gateways to discovery, and we know that travellers are especially open to exploring new tastes and experiences. That’s why activations like this are so important: they allow us to connect with global audiences in meaningful and memorable ways, right at the crossroads of their journeys.”
On 1 October, the company launched sparkling Freixenet wines onboard Air Europa flights connecting Palma with major airports across Spain and Europe.
Olive commented: “This partnership marks a significant milestone for our brand. As market leader, we seized the opportunity to offer travellers a new sparkling experience during their flight and we’re confident that this will boost brand visibility and encourage product trial among a wide audience.” ✈
