Treasury Wine Estates (TWE) has partnered with Dufry to launch a bespoke premium wine store in First Tax and Duty Free at Melbourne International Airport.
The new store, which is part of the refurbished duty free shopping area, stocks a range of high-end Penfolds, Wolf Blass and Wynns wines. TWE said the store underlines its mission to continue to drive footfall, conversion and spend in the wine category.
The store contains several new features designed to attract new shoppers into the wine category and drive purchase. These features include:
- A four-bottle Enomatic machine where travellers can enjoy a tutored tasting of a selection of premium wines hosted by a trained, multi-lingual Penfolds Brand Ambassador
- An interactive tasting table featuring a 55-inch digital touch screen, which allows customers to immerse themselves in the history and wines of Penfolds
- Limited-edition wines, such as Penfolds Grange Aevum Limited Edition Decanter, and travel retail exclusives such as Wolf Blass Estates of the Barossa and Penfolds Cellar Reserve.
TWE General Manager Global Travel Retail Barry Galloway said: “We have made inroads in the last two years to increase footfall into the wine category, increasing it from 8% to 11%, but we are still under index versus other categories. As a category we need to create more engaging experiences to deliver against our vision to make wine a travel retail destination.
“So we are delighted to partner with Dufry to help make the First Tax and Duty Free Melbourne International Airport a truly outstanding wine experience for shoppers from all over the world. It will be a leading global example of supplier and retailer working in partnership to drive great business results.”
Dufry Australia General Manager Philippe Boyer said: “This premium wine store with its many innovative features will give our customers a unique and engaging in-store experience. We have worked in close partnership with TWE for many years and are confident that this latest initiative will generate significant customer interest and really drive sales for the category.”
TWE said the store at First Tax and Duty Free Melbourne International Airport is the latest example of the company delivering tangible results from its travel retail category strategy, which it has been using to help spearhead wine category growth. It proposes enabling this change through the implementation of four key strategic drivers:
- Find your wine – “Category navigation”
- Know your wine – “Category education”
- Love your wine – “Brand engagement”
- Buy your wine – “Optimising spend”
“Outstanding examples of each of these four drivers being brought to life can be found across the new store – not least the trade-up opportunities offered by travel retail exclusive wines like Penfolds Cellar Reserve and the Wolf Blass Estates of the Barossa range. TWE’s shopper research partner CiR discovered that 46% of wine and Champagne buyers in travel retail state that exclusivity influenced their purchasing decision,” the brand stated.
