FRANCE. Wines of Golf Legends, the winner of The QDF Factor 2021* from French wine company Peuch & Besse, is being featured in a compelling ‘mega-event’ activation at Toulouse-Blagnac Airport.
The Wines of Golf Legends concept is a unique collaboration between some of the world’s most illustrious golfers and an array of outstanding winemakers. The collection begins with an initial range of fine wines selected in collaboration with golfing stars Jean Van de Velde (France), José María Olazábal (Spain), Costantino Rocca (Italy), David Frost (South Africa) and Ian Woosnam (Wales).
Martin Moodie spoke to Dufry Toulouse General Manager Arnaud Decourbe about the collaboration between two businesses with a fierce passion for wine.
Martin Moodie: Wines of Golf Legends is an interesting – and unusual – collaboration. And it’s nice to see it given such prominence at Toulouse-Blagnac airport. How is the reaction to date?
Arnaud Decourbe: It is true to say that the association of golf legends and wine professionals is an unusual one, but these two kinds of people – winemakers and golfers – are often passionate people, as well as having many other common traits.
For example, they have to practice a lot, execute and re-execute time and again the same gestures and movements to increase their capabilities and perfect their skills and know-how and to approach perfection.
We were more than happy to launch this project with Peuch & Besse and highlight this collaboration in our main duty free shop in Toulouse, and the customers have engaged positively with it.
How would you describe the spirit of partnership with P&B?
Dufry Toulouse and Peuch & Besse are used to working side by side and our relationship is based on a real partnership. We are both completely involved in wine promotion – of course, most of the time with local or French wines. But Wines of Golf Legends project let us highlight quality foreign wines which seem to answer to a desire from a part of our customer base.
Are consumers taking advantage of the QR code technology?
Our staff have taken a lot of time to introduce customers to this new way of communicating wine information, because most of the customers are not aware of this new QR code technology. But once they discover the process, they really enjoy it, mainly thanks to its interactivity aspects and also thanks to the breadth of information they can find on the products.
Any other thoughts on the collaboration?
We are glad that Peuch & Besse chose Dufry and our Toulouse-Blagnac operation for the Wines of Golf Legends activation, and we are sure that this project will be a triumph all over the world.
We thank them for their partnership and also their investment in making the project a success, from the high-quality furniture used to glorify the Wines of Golf Legends mega-event area, to their ideas for highlighting the space and capturing the attention of our customers.
*Footnote: The QDF Factor, held in 2020 and 2021, was a pioneering initiative jointly hosted by Qatar Duty Free and The Moodie Davitt Report to encourage innovation and differentiation by brand owners during a difficult time for the travel retail sector.
As the winner of The QDF Factor 2021, Wines of Golf Legends captured a six-month high-profile promotion at Qatar Duty Free’s award-winning retail offer in Hamad International Airport. It also received a free six-month US$50,000 multi-media advertising campaign with The Moodie Davitt Report.
