Giacomo Marzotto, Export Director of Herita Marzotto Wine Estates, spoke to TRBusiness on location at the TFWA World Exhibition in Cannes about the company’s strategy for global travel retail and the shifts being observed in consumer preferences in the channel.

A key innovation in the spotlight is the travel retail-exclusive Santa Margherita Prosecco Valdobbiadene Superiore DOCG – a limited-edition release which pays tribute to Venice.

“People are more willing to spend on experiences and less on material goods, so we see an impact also in the conversion rate, which is lowering,” said Marzotto. “So we feel it’s key to give our dear travellers experiences.”

Airport activations are already in place for Santa Margherita Prosecco Valdobbiadene Superiore DOCG at Rome Fiumicino International Airport and at Marco Polo International Airport in Venice with Lagardère Travel Retail, and at Milan Malpensa Airport with Avolta.

“Through the activations with our duty free partners we try to do something different, immersive, to help them [travellers] feel special,” he explained.

On category dynamics being navigated, Marzotto added: “What we believe specifically for the business in the wine industry, which is going to be key, is these products that are exclusive to travel retail but also have very strong content – the storytelling part is crucial.”

Hit play on the video below to hear what he has to say…

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