AdVini’s activations showcase wine from Provence, Burgundy and the Rhône Valley.

AdVini partnered with Lagardère Travel Retail on a series of summer tasting activations at Marseille Provence and Amsterdam Schiphol airports, showcasing wines from Provence, Burgundy and the Rhône Valley.

Running from 27 July to 28 August, the activations combined guided tastings and personalised recommendations with storytelling around the origins, producers and characteristics of French wines.

At Marseille Provence Airport Terminal 1, the focus was on Provence winery Gassier, with travellers invited to taste Gassier Pas du Moine 350 Rosé Cru Sainte-Victoire and Gassier Côtes de Provence Blanc. The activation was designed to demonstrate the breadth of Provence wine beyond rosé, while also drawing on the winery’s connection to the region. Sainte-Victoire Mountain featured prominently in the design, surrounded by olive trees, while its distinctive shape is also reflected in Gassier’s six-sided bottle, with each side representing a generation of the Gassier family.

AdVini reported strong interest in both wines, with the Côtes de Provence Blanc attracting particular curiosity among travellers. The white wine was also selected to be served onboard Air France Business Class this year.

The activation attracted both French and international passengers, with Chinese and British travellers showing particularly strong engagement. Purchases also gave customers the opportunity to take part in a prize draw for Gassier-branded gifts.

“Provence has a powerful emotional connection with consumers, particularly during the summer travel season,” said Ieva Olina, Global Travel Retail Director at AdVini “However, our objective is also to broaden perceptions of the region and demonstrate that Provence is much more than rosé. The response to Gassier Côtes de Provence Blanc shows that travellers are increasingly curious to explore different wine styles when they are supported with the right information and guidance.”

At Amsterdam Schiphol Airport’s AMS4 store, the partners broadened the focus to several French wine regions, with tastings from Maison Champy in Burgundy, L’Oratoire des Papes in the Rhône Valley and Château Gassier in Provence. Sales promoters provided information about the origins and grape varieties of the wines, alongside recommendations for food pairings and serving occasions. AdVini said the approach proved particularly useful for passengers less familiar with French wine and those looking for premium gifting options.

“French wine has an incredible story to tell, with every region offering its own identity, heritage and expertise,” said Olina. “By bringing together wines from Burgundy, the Rhône Valley and Provence, we can demonstrate the breadth of French wine culture and encourage travellers to discover bottles they may not have encountered before. Today’s travellers are increasingly looking for meaningful experiences and products with a story behind them. Wine is a perfect example of a category where education, discovery and personal recommendations can transform the purchase experience.”

The activations form part of AdVini’s wider global travel retail development strategy, with the company focusing on tastings, education and personalised recommendations to encourage wine discovery among international travellers.

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