New World Wine specialists, Accolade Wines staged its first major category promotion at Sydney Airport throughout the months of January and February this year.

 

In early 2016, Accolade Wines took over a 16sqm area where it showcased its Hardys, Grant Burge and Houghton wine brands.

 

The promotional area featured branded pillars and brand blocks that ‘showed off the three brands in all their glory’ and ensured travellers were able to spot the area from afar.

 

A central pillar featured a screen that scrolled through nine different images creating eye-catching movement as well as enhancing the branding.

 

The inclusion of a tasting bar that was staffed for eight hours a day for the duration of the promotion gave travellers the opportunity to try before they buy.

 

An ipad on the bar counter displayed tasting notes in both English and Mandarin helping to encourage shopper engagement, whilst stools around the bar aimed to increase passenger dwell time along with giving it a more premium feel.

 

Rupert Firbank, Accolade Wines Commercial Director comments: “The launch of our first ever Category Stage with Heinemann in Sydney Airport was very exciting.

 

“The first day of the promotion saw one passenger purchasing over AU$1,000 of wine including three bottles of Hardys Winemakers Rare Release at $200 each and a Grant Burge Meshach.

 

“We are delighted that we were able to deliver a really premium display that gave passengers a chance to engage with and taste some great wines from across some key regions in Australia. Importantly, they were able to do so at various price points ensuring that the space was relevant to as many passengers as possible.”

 

For those travellers that wanted to make their purchase extra special, Accolade Wines was also offering the option of a gift packing service. The unique service involved the buyer taking a ‘selfie’ with a special Polaroid camera; the photo was then attached as a gift tag for a real personnel present.