Scandlines ferries’ border store in Puttgarden, Germany, is showcasing Treasury Wine Estates’ (TWE) brands as part of a campaign to drive wine sales in travel retail. The retailer worked with Treasury and its local distributor Nigab to bring the project to fruition.
Described as the largest store-in-store Scandlines has ever created with a single supplier partner, the zone gives prominence to seven Treasury wines: Lindeman’s, Wolf Blass, Rosemount, 19 Crimes, Gentleman’s Collection, Rawson’s Retreat and Wynns.
The store contains a ‘Taste & Discover Bay’ tasting station. The campaign launched with Rosemount Meal Matchers in the spotlight, but there will be a particular focus on Lindeman’s during the rest of the promotional period.
“The creation of this state-of-the-art store, with global marketing campaigns and tasting bays brings these global brands to life in store in a way no other supplier has done” – Scandlines Category Manager, Wine Torben Kildsgaard Merrild
Treasury Wine Estates General Manager for Global Travel Retail Tom King said: “Scandlines Puttgarden store is the largest border store in Europe and presents a key opportunity to communicate with Nordic shoppers. Our partnership with Scandlines and Nigab will show how a local distributor with local knowledge and a global brand owner can work together with an outstanding retail partner and explore new ways of working and attract new consumers into the wine category.”
Scandlines Category Manager, Wine Torben Kildsgaard Merrild said: “We are incredibly excited to see the opening of this TWE store in our border store. We have had a strong working relationship with both TWE and Nigab for several years. But the creation of this state-of-the-art store, with global marketing campaigns and tasting bays brings these global brands to life in store in a way no other supplier has done.
“This will pull more shoppers into store, making wine an increasingly key category for us in the border store.”
TWE said that this innovation underlines the company’s commitment to its category strategy to drive wine growth in the channel. It sets out four key strategic drivers which retailers can use to drive category growth – in the case of the Scandlines store, all four have been implemented:
Find your wine – ‘Category navigation’ – the new store is laid out with global shoppers in mind, with a balanced range of premium and luxury wines.
Know your wine – ‘Category education’ – ‘Taste & Discover Bay’ gives shoppers an opportunity to sample the wines
Love your wine – ‘Brand engagement’ – As a TWE showcase, the store leverages global assets and campaigns to maximise brand engagement at point of purchase
Buy your wine – ‘Optimising spend’ – Creating the opportunity in-store to drive gifting and opportunities to buy travel retail exclusives and luxury wines.
