The activation forms part of the new Beacon Area concept at Frankfurt Airport.

Henkell Freixenet has launched a major new activation at Frankfurt Airport’s recently opened Beacon Area in Terminal 3, showcasing its premium Mionetto and Schloss Johannisberg brands within an immersive retail concept designed to enhance engagement and drive conversion among international travellers.

Running from 23 April until 3 September 2026, the activation forms part of the new Beacon Area concept, which brings together four premium brands from different categories within a shared experiential environment. At the heart of the space is a communal tasting bar, allowing travellers to sample products while discovering the stories behind the participating brands.

Within this premium setting, Henkell Freixenet has created a dedicated gondola designed to highlight the heritage and quality credentials of both Mionetto and Schloss Johannisberg. The activation aims to encourage product discovery through a combination of visual storytelling, digital content and sampling opportunities.

The exterior of the gondola is dedicated to Mionetto, spotlighting the brand’s flagship Mionetto Prosecco DOC and Mionetto Prosecco DOCG expressions. Product information panels and digital content provide travellers with insights into the winery and its Italian origins, helping to reinforce the brand’s premium positioning.

Inside the installation, the focus shifts to Schloss Johannisberg and its renowned Riesling portfolio. Travellers can explore the winery’s Rotlack, Grünlack, Bronzelack, Silberlack and Rosalack expressions through dedicated displays, brand storytelling and interactive digital touchpoints that offer further information on the wines and the estate’s history.

The activation is intended to maximise visibility for both brands while creating a more engaging and educational shopping experience in one of Europe’s busiest aviation hubs.

Gebr. Heinemann Director Commercial Global LTC Ruediger Stelkens said: “The Beacon at Frankfurt Airport Terminal 3 is a showcase for what strong partnerships in travel retail can achieve. Together with Henkell Freixenet, we are creating a premium environment that not only drives commercial performance but also reflects the strategic importance of sparkling wine as a key category for international travellers.

“Activations like this strengthen our offer and give renowned brands such as Mionetto and Schloss Johannisberg a fantastic stage.”

Gebr. Heinemann Director Marketing Sören Borch added: “Today’s travellers are looking for more than just a purchase – they want experiences that surprise and inspire. With the new Beacon, we are turning the shop floor into a stage where storytelling, design and tasting come together across categories.

“The activation by Henkell Freixenet brings the worlds of Mionetto and Schloss Johannisberg to life and demonstrates how innovative retail concepts can create genuine emotional connections with travellers.”

Henkell Freixenet Head of Sales Global Travel Retail Ramon Olive said the location offers a unique opportunity to showcase the breadth of both portfolios within a premium environment.

“Activations like this play an important role for us, especially in such a unique spot,” he said. “This privileged space within the airport allows us to showcase the entire range of products from Mionetto and Schloss Johannisberg available in the store and create an impact in front of travellers.

“Furthermore, the exclusive placement in the Beacon Area delivers a premium consumer experience that perfectly matches the high quality of our brands.”

The activation underlines Henkell Freixenet’s continued investment in experiential retail and reinforces the importance of premium wines and sparkling wines within the evolving travel retail landscape.

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