Sustainability will be front and centre for Accolade Wines during the 2023 TFWA World Exhibition & Conference, with a low-carbon stand set to make its debut.
Four key brands will be showcased: Hardys, Jam Shed, B.Ink by Grant Burge and Wise Wolf.
The move away from premium wines to the core portfolio has been “very successful” on airlines, ferries, and though cruise channels, the supplier said.
B.Ink by Grant Burge retails for under £10 in GTR. It will be highlighted on the stand under the brand line ‘Make your mark’. It is available in Red Blend, Chardonnay, and Rosé.
Five Jam Shed expressions will also be highlighted: Tempranillo, Shiraz, Malbec, Rose, Chardonnay and Sparkling Rosé. The “attractively priced” brand ranks in the top 50 fastest-growing alcohol brands in the UK, according to The Grocer.
Wise Wolf will be on-stand with its Chardonnay, Cabernet Sauvignon and Rosé variants. The brand comes in a 100% post-consumer recycled glass bottle, a sustainability credential “well-received” by consumers, according to Accolade.
The UK’s number one wine brand Hardys marks its 170th birthday this year. Its full range, from everyday to GTR-exclusive, high-end The Eight, will be on display.
With just eight barrels produced, The Eight is made from top quality fruit from Frankland River, McLaren Vale and Coonawarra.
Accolade Wines: A greener stand
The wines will be showcased on a stand designed and built by doplr, a specialist Bluedog Group agency.
It is made from a reusable aluminium frame sourced from beMatrix, a sustainable alternative to traditional stand materials, and timber.
The stand has been designed in a modular way, with the frame reusable hundreds of times.
With a bar as a focal point, there are themed tastings planned through the whole week.
Monday is designated rosé day, with B.Ink by Grant Burge and Jam Shed taking centre stage on Tuesday. Wednesday is Hardys day, while all wines will be available to taste at the bar on Thursday.
All TFWA delegates are invited to come and taste the wines from 4:30-6:30pm, Monday to Thursday.
A ‘playful feel’
Key GTR personnel on-stand will include Channel Sales Director EMEA Jeff Bond, International Sales Manager Distributors & GTR Alexandra Wilding, International Key Account Manager GTR & Distributors Paul Campbell, and General Manager/Sales Director Martin Mackinnon.
“We are taking a new approach with the wines we are presenting this year, with a more vibrant and playful feel to the look of the stand,” said Bond.
“We have focused on our premium portfolio for the last few years, which was the right decision at the time.
“But this year, with an eye on our strategy in travel retail, we felt that representing this particular portfolio at TFWA Cannes better reflects where we are strong in the channel and where we believe the most growth will come from in the near future.
“This is why we will hero Hardys, Jam Shed and our new innovation B.Ink by Grant Burge, as these are becoming ever more popular domestically and are generally at great price points for GTR.
“Premiumisation remains a key theme for us in the airport channel, but there is also great potential in airports for the lower price point lines that have been successful for us in our ferries, airlines and cruise business. Our listings and activations for 2023/24 will be focused here.”
He added: “We are very excited about the look of our stand, the sustainability credentials that come with it and confident in the great wines we have to present this year.
“TFWA Cannes promises to be a great and memorable event as the industry comes back bigger and better after the challenging years we have all come through.”
Earlier this year, Bond told TRBusiness that a lack of a joined-up sustainability definition across travel retailers is making it difficult to launch green solutions at scale.