NEW ZEALAND. Lagardère Travel Retail has launched a ‘Pinot Playground’ promotion to celebrate one of New Zealand’s most-loved wine varietals, Pinot Noir, in Auckland and Christchurch airports.
The retailer has partnered with Kiwi wine brands Chard Farm, Craggy Range, Foxes Island, Nobilo, Surveyor Thomson, Mount Edward and Valli. Promotional areas dedicated to Pinot Noir feature in the Aelia Duty Free stores for two months leading up to the end of June.
Pinot Noir, often considered a difficult wine-making propositon outside its native Burgundy, has flourished in New Zealand. Outstanding examples have come from Martinborough, Central Otago, Marlborough and North Canterbury in recent years.
As well as the in-store sampling that is available year-round, the promotion has included a ‘Buy any 2 and save 10%’ offer.
Lagardère Travel Retail Pacific CEO Przemek Lesniak said: “We are proud to collaborate with our brand partners to showcase premium products and localised experiences to our customers.”
Speaking about the brand’s partnership with Lagardère, Chard Farm Sales Manager Matt Groves added: “Being our brand ambassador at New Zealand’s gateway airport, we love the way they are able to bring a little of Central Otago and the Chard Farm experience to Auckland Airport, sharing our wonderful wines with international visitors.
“The Pinot Playground promotion allows Aelia Duty Free to showcase some of the best examples of New Zealand’s most-revered grape variety – Pinot Noir”
The Pinot Playground will, ahead of the New Zealand summer, be followed by a Sauvignon Blanc Showground at the airports from October, Lagardère said. New Zealand has enjoyed great global success with the Sauvignon Blanc grape over recent years.
