UAE. Australian wine brand Wakefield Wines has unveiled an immersive pop-up at Dubai International Airport in partnership with King of Reach by B&S and Dubai Duty Free.
The activation forms part of Wakefield Wines’ broader strategy to build stronger consumer connections and consistent brand experiences across key markets through the travel retail channel.
Dubai International Airport welcomed more than 95 million passengers in 2025, providing Wakefield Wines with a platform to engage diverse consumers in a single destination.
Wakefield Wines Global Travel Retail Business Manager Chris Davis said, “Travel retail is a strategically important channel for Wakefield Wines, and Dubai Duty Free is the perfect platform to reach premium consumers from around the world.
“This activation, delivered in partnership with King of Reach by B&S, strengthens our brand visibility in key international markets and creates engaging experiences that inspire travellers to discover our wines.
“We look forward to continuing to grow our presence across the travel retail channel.”
King of Reach by B&S Head of MEA & APAC Duty-Free & Travel Retail Paul Cooke remarked: “Dubai International Airport is one of the most important locations in travel retail. In partnership with Dubai Duty Free, we recognised early on that it was the perfect platform to build meaningful visibility for Wakefield Wines.
“This activation reflects the way King of Reach approaches distribution, not simply as a supply function but as a genuine commercial partnership focused on delivering real brand performance at the point-of-sale.
“We are pleased to bring Wakefield Wines to one of the world’s most cosmopolitan destinations.” ✈
