Accolade Wines opens Hardys pop-up store in prime location with Dubai Duty Free in DXB

November 19, 2021

A new high-profile Hardys activation from Accolade Wines with partner Dubai Duty Free (DDF) has got off to a very encouraging start at Dubai International Airport (DXB). Running until the end of December 2021, the activation is located in a pop-up store area outside one of the main DDF shops in Terminal 3 Concourse C. Accolade has worked alongside its exclusive distribution partner for the Middle East region, Gulf Beverage, as well as DDF, to execute the initiative, which involves the promotion of wines including the global travel retail exclusive Hardys Premium Selection. Other highlight wines available are Hardys Heritage Reserve Bin and releases from Accolade Wines’ Global Vintage Release programme, Hardys Eileen Shiraz and Chardonnay. All wines are priced between US$30-US$100. The pop-up store is staffed by fully-trained DDF Brand Ambassadors with detailed product knowledge of the Hardys wines on offer. The store is so far attracting healthy levels of footfall thanks to its premium position in the Emirates Terminal, which also services Qantas and FlyDubai. “This makes it the ideal location for an Australian wine company to showcase to international travellers, as well as Antipodeans travelling to the region,” said Jeff Bond, Senior Regional Manager EMEA, Accolade Wines. He added: “We’ve had very positive feedback from both the staff and consumers about the activation so far. With this dedicated space, our Brand Ambassadors can spend quality time engaging with consumers and giving them detailed information about our fantastic Hardys range.” Discussing Accolade Wines’ Middle East travel retail strategy, Bond said: “A key to our growth strategy in GTR is to showcase our wines in the top Middle East airports, and Dubai of course is one of the most important. Dubai Duty Free is the largest single retailer in the channel, so we see it as a key partner to showcase our premium portfolio. “The Middle East region is multicultural, so we have access to Hardys lovers from the UK and Australia, as well as an opportunity to bring new customers into our wines. We are seeing very positive signs of recovery across the region and will continue to invest in this area in the long-term. “That investment will include more activations and pop-up stores of this nature ¬– they are a great way to not only directly sell wines, but to promote our brands to a diverse, and very important, audience for Accolade Wines.”

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