The Sparkling Wine Playbook: How Henkell Freixenet is Building Category Growth
6 minutes read
Introduction by: Peter Marshall
Sparkling wine has always been synonymous with celebration. Today, Henkell Freixenet believes it should also be synonymous with discovery, experience and choice.
As traveller expectations continue to evolve, the company is investing not only in its portfolio but also in the way consumers engage with its brands across airports, cruise and other travel retail channels. Its new corporate claim, “Making Life Sparkle”, captures that spirit – celebrating the moments, experiences and discoveries that bring its brands to life around the world.
In this exclusive interview with TRunblocked.com’s Colleen Morgan, Head of Global Travel Retail Ramón Olivé explains how innovation, experiential retail and new ways to enjoy sparkling wine are helping shape the future of sparkling wine in travel retail.
Colleen Morgan (CM): With one of the industry’s broadest sparkling wine portfolios, how does Henkell Freixenet serve the increasingly diverse needs of today’s travellers and retail partners?
Ramón Olive (RO): We do that by offering a portfolio that reflects the way today’s travellers shop. They’re looking for different experiences and price points, while retailers increasingly seek category partners capable of addressing multiple consumer needs through a single portfolio.
As the global market leader in sparkling wine, Henkell Freixenet is uniquely positioned to do this. Our portfolio spans the world’s most relevant sparkling wine categories – including Prosecco, Cava, Crémant, Sekt and Champagne – while also embracing fast-growing segments such as aperitivo and alcohol-free products.
This breadth allows our travel retail partners to build a more complete offering, whether travellers are looking for an accessible gifting option, a premium celebratory purchase, an aperitivo experience or a sophisticated alcohol-free choice.
CM: Your new Beacon activation at Frankfurt Airport Terminal 3 reflects a growing focus on experiential retail. How important are immersive brand experiences in turning travellers into shoppers?
RO: Immersive brand experiences have become an important driver of success in travel retail. Travellers are no longer simply looking to browse shelves; they want to discover something new, engage with brands and enjoy memorable moments. In an environment where time and attention are limited, the right activation can make all the difference.
Airports are uniquely placed to deliver those moments, bringing together millions of international travellers already in a mindset of exploration and discovery. Well-executed activations create visibility, encourage shoppers to spend more time with a brand and ultimately increase the likelihood of purchase.
For sparkling wine, where celebration, craftsmanship and heritage are all part of the story, these experiences are especially powerful. They allow us to engage travellers in ways that traditional displays can’t, while creating opportunities for education, trial and premiumisation.
That’s why experiential retail remains a key focus for Henkell Freixenet. Recent initiatives such as the Freixenet Mallorca activation at Palma de Mallorca Airport and our new Beacon activation at Frankfurt Airport Terminal 3 demonstrate how innovative retail concepts can strengthen brand visibility and create memorable interactions.
Looking ahead, we have a strong pipeline of activations planned for the important Christmas trading period.
CM: Sparkling wine has always been a natural fit for travel retail, but today’s shoppers have more choice than ever. What’s keeping the category so relevant?
RO: Sparkling wine has always had a natural connection with travel retail because both are associated with celebration, discovery and meaningful moments. Whether travellers are buying a gift, marking a special occasion or simply treating themselves, it’s a category with a unique emotional appeal.
What has changed is the breadth of choice. Consumers can now choose from Prosecco, Cava, Crémant, Sekt and Champagne, alongside fast-growing aperitivo and alcohol-free products. That allows the category to appeal to a much broader range of travellers, occasions and budgets.
Sparkling wine also aligns with many of the trends shaping travel retail today, including premiumisation, gifting and destination discovery. That combination keeps the category relevant for consumers while creating strong commercial opportunities for retailers.
CM: Cruise is becoming an increasingly important part of the travel retail landscape. What opportunities does the channel create for brands such as Mionetto and Freixenet?
RO: Cruise has become an exciting growth opportunity in travel retail. Strong passenger growth, longer dwell times and a highly experiential environment create ideal conditions for premium wines and sparkling wines.
Unlike airports, where purchase decisions are often made in a matter of minutes, cruise gives brands the opportunity to engage with travellers over several days. That creates multiple touchpoints and allows for deeper storytelling, education and trial.
For brands such as Mionetto and Freixenet, the opportunity extends well beyond the retail store. By-the-glass serves, bars, restaurants and aperitivo and Spritz occasions all help build awareness before a purchase is made, creating a much more integrated brand experience.
That’s why we see cruise as more than another sales channel. It’s a strategic platform for showcasing the breadth of our portfolio, from Prosecco and Cava to aperitivo and alcohol-free innovations.
CM: Travellers are increasingly looking for authenticity and a genuine sense of place. How do brands such as Mionetto and Schloss Johannisberg bring those qualities to life?
RO: Today’s travellers want more than a great bottle of wine. They’re looking for authenticity, provenance and a genuine connection with the places they visit. That’s where many of our brands have a real advantage, with roots in some of the world’s most iconic wine regions.
Freixenet, for example, combines more than 150 years of winemaking heritage in Sant Sadurní d’Anoia with continuous innovation, from premium sparkling wines to alcohol-free and aperitivo propositions.
Mionetto, founded in Valdobbiadene more than 130 years ago, brings together authentic Prosecco heritage and the Italian Spritz lifestyle that continues to resonate with travellers.
At the premium end, Schloss Johannisberg offers something very different. As the world’s oldest Riesling wine estate, it appeals to travellers looking for discovery, exclusivity and a true sense of place.
Together, these brands demonstrate how heritage, authenticity and relevant innovation continue to drive engagement in travel retail.
CM: Travel retail has become increasingly experience-led. Do brand owners now need to think more like retailers to capture shoppers’ attention?
RO: Absolutely. Today, success in travel retail is about much more than having great brands. It’s about understanding the shopper journey and working alongside retailers to create experiences that encourage travellers to stop, explore and buy.
That means thinking beyond the shelf. Every activation needs to add value for the retailer while creating a memorable moment for the traveller.
Initiatives such as the Freixenet Mallorca activation and the new Beacon concept at Frankfurt Airport Terminal 3 show what’s possible when brands and retailers work together. They strengthen visibility, encourage engagement and ultimately help convert browsing into purchasing.
CM: Consumers increasingly expect more from premium wine brands than simply great products. How is that influencing the way Henkell Freixenet innovates?
RO: At Henkell Freixenet, innovation goes beyond developing new products. It also shapes how we approach quality, craftsmanship and a more sustainable way of working across the value chain.
These principles are closely linked to our purpose of creating meaningful moments today while helping preserve the foundations for future generations of celebration.
That mindset shapes everything we do, from sourcing and production to packaging and retail execution. In travel retail, it means offering products and brand experiences that remain relevant, credible and desirable for today’s and tomorrow’s travellers.
Our approach is one of continuous progress: combining heritage, innovation and quality while creating long-term value for consumers, our retail partners and the category.
CM: Looking ahead, what are Henkell Freixenet’s priorities for global travel retail over the next three to five years?
RO: Our priorities for global travel retail are clear: continuous growth, stronger consumer relevance, meaningful innovations and close collaboration with our partners.
As the global leader in sparkling wine, we see significant opportunities to strengthen our presence across airports, airlines and cruise, while expanding the reach of key brands such as Freixenet, Mionetto and Gratien Meyer.
At the same time, we need to stay close to the evolving traveller, understanding changing expectations, new consumption occasions and the role travel retail can play in discovery and premiumisation. Innovation will remain a key growth driver, both through new products and fast-growing segments such as aperitivo and alcohol-free alternatives.
We will also continue investing in experiential retail. Activations at Frankfurt Airport Terminal 3 for Mionetto and Schloss Johannisberg, Palma de Mallorca Airport for Freixenet Solare and the Freixenet Mallorca Limited Edition, together with previous initiatives in Barcelona, demonstrate how strong brand experiences can drive visibility, engagement and conversion.
Ultimately, long-term success will depend on understanding travellers and working closely with retailers, airport operators and other partners to turn those insights into stronger shopper experiences and continued category growth.
CM: If there’s one message you want retail partners to take away from Cannes this year, what would it be?
RO: Our message in Cannes is simple: together, we can make travel retail sparkle.
By combining a diverse portfolio with meaningful innovation, memorable experiences
