More passengers than ever are visiting the wine category in travel retail and purchasing the product, according to Treasury Wine Estates (TWE).
A study conducted by TWE, which surveyed the shopping habits of over 6,000 travellers across 15 key international airports, revealed that since 2014 the percentage of passengers purchasing wine and Champagne had risen from 2% to 3%.
The study also showed that the wine and Champagne category experienced a +38% increase in footfall, a +24% rise in conversion and an increase of average category spend from US$56 to US$68 (+21%).
TWE General Manager Global Travel Retail Tom King said: “Every key metric for wine and Champagne is on the up, which is testament to our retail partners’ willingness and commitment to invest in the category. Passengers are clearly responding to this investment and enjoying an easier, more engaging wine shopping experience.”
“We are delighted to see the data from this study confirming the positive momentum we are seeing in the wine category. It demonstrates that with the right investment and focus we can make wine a destination category in travel retail – something we said we wanted to do two years ago.”
TWE said the results underline the wisdom of the strategic direction undertaken by the company when it launched its Category Vision in 2014.
Based on insights derived from the first shopper insights study, commissioned by TWE and undertaken by CIR, TWE unveiled four category growth pillars, aimed at driving growth in the channel:
- Find your wine – “Category navigation”
- Know your wine – “Category education”
- Love your wine – “Brand engagement”
- Buy your wine – “Optimising spend”
“We continue to link all of our activity back to these four growth pillars and look forward to sharing further updates and insights with our retailer partners at TFWA in Cannes,” added King.
“We remain committed to taking a lead role in driving further growth in the wine category over the coming months and years.”
TWE will be attending this year’s TFWA World Exhibition (Bay Village, Bay 18).
