Treasury Premium Brands* (TPB) has increased the presence of its 19 Crimes brand and the recently-launched Beaulieu Vineyards range across Dufry’s global locations.

The latest 19 Crimes listings follow two three-month-long brand activations with Dufry’s World Duty Free at London Stansted and Heathrow airports last year.

19 Crimes is popular with Millennial consumers and set to feature in new promotions at Gatwick Airport later this year

The retailer hailed the promotions as its most successful in the UK duty free market, with the extended and permanent listings “a sign of the growing wine category within the sector”.

Another 19 Crimes activation is planned for the summer months at Gatwick Airport, with a Halloween promotion to follow. Both will include a label personalisation offer allowing travellers to upload their own photos to their purchased wine bottles.

Wines from Beaulieu Vineyards claim their place at World Duty Free’s Heathrow Airport stores

TPB extended its luxury wine range with the launch of Beaulieu Vineyards across Dufry locations from January. Featured wines include Beaulieu Vineyards Georges de Latour, Tapestry, Rutherford and Napa Valley Cabernet Sauvignon.

Treasury Premium Brands Business Manager Travel Retail Katherine Berry said: “We are extremely pleased to see our global travel retail campaign for 19 Crimes taking off in partnership with Dufry as well as building the luxury wine category with Beaulieu Vineyards across key hubs.

“These new listings build on the work we’ve done to develop the 19 Crimes brand among travellers and show the great potential for wine to become an even bigger category in duty free.”

19 Crimes celebrates the rebellious spirit of over 160,000 exiled men and women convicted of at least one of the 19 crimes that resulted in a sentence to live in Australia, rather than death. Their stories can be explored through AR technology.

Dufry Liquor Product & Promotion Manager Paul Martin commented: “We are delighted to be furthering our wine product offer in collaboration with Treasury Premium Brands.

“With popular and high-profile wine brands such as 19 Crimes and Beaulieu Vineyards joining fellow Treasury Wine Estate group brands such as Penfolds, it’s a great time to be expanding the wine category in global travel retail.”

Treasury Premium Brands has also secured new listings for other wines. They include Gabbiano Chianti Classico; Gabbiano Chianti Classico Riserva; Gabbiano Venezie Pinot Grigio; Monsieur de Cambon; Cambon la Pelouse; Belle Vue and Aura de Cambon.

*Treasury Premium Brands is a division of Treasury Wine Estates (TWE), a portfolio-led business which also includes Penfolds and Treasury Americas.

TWE offers over 70 wine brands from Australia, California, Italy, France and New Zealand, including 19 Crimes, Wynns Coonawarra Estate, Penfolds, Beringer, Wolf Blass, Stags’ Leap, Beaulieu Vineyard, Lindeman’s and Blossom Hill. ✈

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