Accolade Wines celebrates Chinese New Year with a bespoke luggage tag and red envelope promotion

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.”

March 8, 2019

Return to News