Accolade Wines is gaining important exposure with ferry operator DFDS this summer as both parties seek to grow the wine category onboard.

Hardys Wines, Jam Shed Shiraz and the new Stone’s Gin are featuring on routes travelling to Calais and Dunkirk from Dover during an eight-week trial.

Rupert Firbank, Commercial Director Global Travel Retail, Accolade Wines said: “This is a brilliant opportunity for us to give customers on the Channel crossing a hands-on experience with some of our most popular brands.

“The busy summer season is the perfect time to catch the attention of shoppers, both new and old.”

50,000 PASSENGER REACH

Pop-up sampling booths located either adjacent to or opposite the entrance to the onboard shop are aimed at educating travellers and increasing conversion, with an estimated passenger reach of 50,000 during the period in question.

Launched in July, the campaign offered Hardys VR on promotion at three for £10/$12. Jam Shed Shiraz, which pays tribute to an original winery situated in the historic town of Clare, continues the campaign.

DFDS are highlighting three brands under the Accolade Wines’ umbrella, including Stone’s Gin.

It concludes with Stone’s Gin, with the brand recommending its signature serve – The Stone’s ‘G&G’. This combines Stone’s Gin, ginger ale, a lime wedge and a fresh slice of ginger.

Paul Hiles, DFDS Category Manager, Onboard Sales Department added: “We are delighted to partner with Accolade Wines through this busy summer period, exposing some great brands to our passengers in an engaging way. I am confident that this will increase sales on board in a growing category.”