Consumer-led innovation, experiential activations and premium travel retail exclusives are driving Vinarchy’s ambition to redefine wine and recruit a new generation of consumers.
Vinarchy is accelerating its ambition to redefine the wine category, putting consumer insight, innovation and experiential marketing at the heart of its global travel retail (GTR) growth strategy.
Speaking to international media at the TFWA World Exhibition in Cannes, Vinarchy outlined how the scale created by the merger of Accolade Wines and Pernod Ricard Winemakers is enabling the business to invest in consumer insights, develop new products and create opportunities to grow the wine category internationally.
With a mission to redefine wine from glass to grape, Vinarchy is putting consumers at the centre of its approach to innovation. Through research into purchasing behaviour, taste preferences and consumption occasions, the business is identifying new ways to make wine more accessible, relevant and appealing to a wider audience.
This includes rethinking how wine is presented and sold, with occasion-led merchandising helping shoppers navigate the category according to their needs – from an everyday bottle to a gift or special occasion.
The approach is particularly relevant to GTR, where Vinarchy sees an opportunity to engage travellers who may not have originally intended to buy wine.
“Global travel retail is a fantastic opportunity to invite consumers into the wine category. It’s about making wine relevant to the occasion, encouraging trial and giving travellers a reason to purchase. We know from our activations that when consumers engage with our brands and experience the products, the impact on sales can be significant,” said Jeff Bond, Vinarchy Channel Director, Global Travel Retail.
Recent activations demonstrate the potential of this approach. A month-long tasting campaign at Amsterdam Airport Schiphol, featuring Jacob’s Creek, Echo Falls and Campo Viejo, delivered a 241 per cent uplift in sales. At Dubai Duty Free, an enhanced ‘World of Wine’ activation across Vinarchy’s international portfolio generated a 62 per cent sales uplift compared with the March-June average.
The activations, delivered in partnership with Lagardère at Schiphol and African & Eastern at Dubai Duty Free, combined high-profile visibility with consumer engagement. At Schiphol, sampling, brand ambassadors and a 20 per cent promotional offer supported a dedicated podium activation, while at Dubai Duty Free, Jacob’s Creek, Campo Viejo, Hardys and Brancott Estate were brought together in a prominent promotional space in Terminal 3 Arrivals. Building on these results, Vinarchy is planning further activations in 2026 and 2027, alongside new distribution opportunities to strengthen its international presence.
Innovation remains central to Vinarchy’s strategy, with the company exploring new flavours, formats and occasions to attract consumers beyond traditional wine drinkers.
Echo Falls Blue Raspberry illustrates the potential of this approach. Initially launched in the UK wholesale and convenience channel, the product sold 3.7 million bottles in its first five months, supported by organic social media activity that generated 10 million impressions. New variants, including Sour Apple, are extending the brand’s innovation pipeline.
Vinarchy is also exploring new ways to enjoy wine through ready-to-drink formats. Jam Shed Jammy Red Wine and Cola, inspired by the Spanish calimocho, is one example of the company’s approach to creating new wine occasions and attracting new consumers to the category.
Alongside innovation, Vinarchy is investing in its established brands. Hardys, a global pillar brand, is undergoing a global transformation designed to bring renewed energy to the Australian wine category. Its refreshed brand world, ‘Almost Unbelievable’, combines the brand’s heritage with a more contemporary identity, while telling the story of founder Thomas Hardy, who travelled from the UK to Australia in 1847 to establish the brand.
In GTR, Vinarchy is also increasing its focus on premiumisation and exclusive propositions. Campo Viejo’s refreshed Reserva and Gran Reserva ranges highlight the wines’ ageing credentials, while Selección de Tempranillo, developed exclusively for global travel retail, is planned for wider rollout across GTR channels.
By combining its established international portfolio with a more consumer-led approach to innovation and activation, Vinarchy is aiming to stimulate category growth and create new opportunities for its retail and airline partners.
