Heinemann wine promo: +400% sales rise for Sauska at BUD

By Kevin Rozario |

A month-long promotion of wines from Hungary’s Sauska Winery in Gebr. Heinemann stores at Budapest’s Ferenc Liszt International Airport has led to a +418% increase in sales during the period.

 

The wines from the Villány and Tokaj regions were promoted as part of a joint effort from the airport operator, Budapest Airport plc, Sauska and Heinemann.

 

In July three wines (Sauska Merlot, Sauska Cuveé 7 and Sauska Birtok Furmint) were available for tasting at the SkyCourt – the airport’s main shopping centre – with 12 wines were in total offered for purchase at the Heinemann duty free store. A gift box to match the minimalist design of the Sauska wines was also introduced specifically for this promotion.

 

“We are very satisfied with the results of this trinity promotion, which far exceeded even our most optimistic expectations,” says Ildikó Jankovich, Marketing Manager for Heinemann Duty Free. “Together with Budapest Airport and the producers of Hungarian products, we have managed to develop a commercial tool which is not only beneficial for all participants, but also provides an outstanding platform for presenting Hungaricum products.”

 

LOCAL PRODUCTS CHAMPIONED

Andrea Trencsén, Head of Marketing & Innovation at Budapest Airport, adds: “Passengers were informed of the special Hungaricum promotion at check-in and at security screening, thanks to some floor-to-ceiling photo decorations. Our primary aim was to increase the sales of Sauska wines, and, secondly, to ensure passengers leaving Hungary take (away) a good impression.”

 

Eszter Hámory, Marketing Manager for the Sauska Winery, says: “We are very proud that our wines were chosen… highlighting that Hungarian wines are exciting, and it is worth traveling beyond Budapest, to Tokaj and Villány, to discover them.”

 

Budapest Ferenc Liszt International Airport transported 8.5m passengers to 99 airports in 34 countries in 2013. Budapest Airport plc, the operator, is owned by a consortium of  Germany’s AviAlliance (49.67%) and KfW IPEX-Bank (4%); Canada’s Caisse de depôt et placement de Québec (18.167%); Aero Investment from the US (10 %); and Singapore’s Malton Investments (18.167%).

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