The Penfolds wall bay highlights best-sellers and duty free exclusives

Treasury Wine Estates (TWE) has partnered with Lagardère Travel Retail to launch prominent new product displays for its wine portfolio at Auckland International Airport, New Zealand’s main gateway.

Best-selling TWE wines and duty free exclusives from Penfolds, Wolf Blass and Matua will feature in the displays, after the companies signed a seven-year partnership.

The displays feature premium wall bays, gondolas, LED displays, and maps of the wine regions.

TWE said the move was part of its continued efforts to expand its business and brand presence to capture growth opportunities in global travel retail. It is aiming to drive footfall, conversion and spend in the wine category and is targeting Auckland International’s 9.5 million annual passengers, of which 53% enter the retail environment.

TWE General Manager for Global Travel Retail Barry Galloway said: “Travel retail is a strategic growth channel for TWE around the world. As the second-largest airport in the Australia/New Zealand region in terms of passenger footfall, Auckland International Airport is a priority airport in which TWE is well positioned for success with our strong portfolio of iconic Australian and New Zealand wine brands led by Penfolds, Wolf Blass and Matua.

“We are excited and pleased to partner with Lagardère Duty Free to launch new product displays that will increase our brand presence to capture greater awareness and consumer conversion to wine from visiting passengers to New Zealand – especially with the growing number of Chinese tourists who are already buying our Penfolds and Wolf Blass wines in the domestic Hong Kong and China markets.”

Trans-Tasman titans: Wolf Blass (above) and Matua (below) bring an Australian and Kiwi flavour respectively to the New Zealand gateway