Following the major market shift created by the merger of Accolade Wines and Pernod Ricard Winemakers, dedicated wine entity Vinarchy is aggressively accelerating its global travel retail (GTR) growth strategy.

Unveiled to international media at the TFWA World Exhibition in Cannes, the company’s rollout offers a study in how corporate consolidation can unlock heavy investment in consumer insights, targeted product innovation, and multi-market experiential campaigns.  

Key market movements & drivers

• High-impact activations deliver record uplifts: Immersive pilot campaigns at major hubs like Amsterdam Airport Schiphol (in partnership with Lagardère) and Dubai Duty Free (with African & Eastern) proved that experiential retail works, driving 241 per cent and 62 per cent sales uplifts respectively. 
• Category-expanding innovation: Vinarchy is successfully recruiting new demographics by breaking traditional wine norms. Innovations like Echo Falls Blue Raspberry sold 3.7 million bottles in its first five months, while the introduction of ready-to-drink (RTD) formats like Jam Shed Jammy Red Wine and Cola target modern consumption occasions. 
• Heritage brand rejuvenation: global pillars are getting a contemporary makeover; Hardys has introduced its ‘Almost Unbelievable’ brand world, combining 1840s heritage with fresh visual storytelling to re-energise the Australian wine category. 
• GTR premiumisation: the company is leaning heavily into exclusive travel retail propositions, such as Campo Viejo’s refreshed Reserva ranges and the upcoming rollout of its travel-retail-exclusive Tempranillo de Selección.  

“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,” says Jeff Bond, Vinarchy channel director, Global Travel Retail.

 ‘Occasion-led shopping’

For the wider food and beverage manufacturing sector, Vinarchy’s strategy highlights a vital lesson in modern consumer navigation. By abandoning rigid historical merchandising in favour of occasion-led shopping — helping buyers transition from everyday selections to gifting options — the company is effectively turning transit hubs into powerful brand incubators.  

As Vinarchy rolls out further international activations through 2026 and 2027, the industry will be watching closely to see how this consumer-led playbook translates into sustained, cross-market category growth.