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Vinarchy Bets on Consumer Insight to Grow Wine Sales in Travel Retail
Vinarchy, the wine group formed by merging Accolade Wines and Pernod Ricard Winemakers, is placing consumer research, product innovation and experiential marketing at the centre of its travel retail strategy.
Speaking at the TFWA World Exhibition in Cannes, the company said its research into purchasing behaviour, taste preferences and consumption occasions is shaping how it develops and presents its portfolio.
The group is rethinking merchandising around occasions rather than grape or region, arranging displays so shoppers can move from an everyday bottle to a gift or a special-occasion purchase according to their needs.
Vinarchy Channel Director for Global Travel Retail Jeff Bond said global travel retail offers a strong chance to bring consumers into the wine category, describing the goal as making wine relevant to the occasion, encouraging trial and giving travellers a reason to buy.
The company sees particular potential among travellers who had not planned to purchase wine before entering a store, a group it believes can be converted through better in-store presentation and experiential activations.
Vinarchy was created through the merger of Accolade Wines and Pernod Ricard Winemakers, combining the two businesses' wine portfolios under a single group.