Accolade Wines has been building on its
success in the Australian travel retail market by helping Chinese and
international travellers alike to celebrate Chinese New Year (CNY) with the
perfect gift – a beautifully-crafted red leather luggage tag, embossed with the
year 2019. The numbering incorporates the shape of a pig (the animal
associated with CNY this year) in gold.
The promotion, which went live at the end of
January, has been running across key Australian airports including Sydney,
Melbourne and Brisbane. It supports Accolade’s growing portfolio of premium
wine brands in travel retail including Houghton, Hardys, Petaluma, Grant Burge
and St Hallett. The logos of these five brands are included in the
design of the luggage tag.
All purchases of these Accolade wines in
airport stores participating in the promotion came with the red luggage tag
gift, and a red envelope. Red envelopes containing ‘lucky money’
are gifts traditionally presented in China at social and family gatherings
such as weddings or holidays such as CNY.
The red colour of the envelope
symbolises good luck and is said to be a symbol to ward off evil
spirits.
Accolade Wines believes gifting is a key
purchase driver for travel retail shoppers and can account for as much as 40%
of shopper missions.
Accolade Wines’ Global Travel Retail
Commercial Director, Rupert Firbank said: “To be able to provide shoppers with
an engaging and gift-worthy added value offer is always important in the
channel but even more so at this time of year and linked in perfectly with the
branded features we also have in place in several key airports.
“We are delighted to have been able to
offer the international traveller the opportunity to purchase our wines with
such a perfect gift for them, while driving further footfall and spend into the
category for our key retail partners.”
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