Henkell targets impulse purchases with Hamburg Airport podium activation

By Kristiane Sherry |

Henkell is inviting travellers to say ‘cheers’ at Hamburg Airport

German sparkling wine supplier Henkell is showcasing its portfolio at Hamburg Airport with a podium activation throughout July and August.

Travellers through the airport are invited to raise a glass and say ‘cheers’ at the start of theri holiday though the Impulse Podium experience. 

Situated at the Plaza Shop 2328 at Heinemann Duty Free & Travel Value Shop, the activation offers the opportunity to taste a selection of the brand’s portfolio.

Products highlighted include the Henkell 5-Pack, and a Brut Vintage exclusive for global travel retail.

The showcase will be accompanied by tastings for both Henkell Rosé and Henkell Brut Vintage.

Tastings take place from 09:00-18:00 Thursday through to Sunday during the activation period.

“We are expecting a good summer season in travel retail,” said Sandra Janetzki, Senior Vice President at Henkell Freixenet. 

“With this activation our approach is to offer consumers the opportunity to taste an exclusive product that is not available in the domestic market. 

“At the same time, of course, we are eager to offer a nice experience during their time at the airport.” 

Henkell targeting one tenth of the market

Henkell is Germany’s most exported Sekt brand, with a presence in over 100 countries worldwide. 

The dry sparkling wine has won multiple awards, and is presented with an elegant bottle design.

Henkell is part of Henkell Freixenet, a German-Spanish alliance that owns brands including Freixenet, Mionetto, I heart Wines and Mangaroca Batida.

Henkell’s activation encourages sampling through July and August

It is working towards a mission to account for every tenth glass of sparkling wine consumed worldwide. 

Last month, Henkell released a GTR-exclusive Mionetto Spritz gift pack. The duo box includes a 500ml bottle of the Aperitivo alongside a bottle of Mionetto Prosecco DOC Treviso, everything passengers need to create a Spritz serve.

The company also released a number of new products for the recent TFWA Asia Pacific Exhibition & Conference, including both Italian and Spanish wines.


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