Vinarchy Has Expanded Global Travel Retail Strategy
The wine company is scaling its international footprint following a merger between Accolade Wines and Pernod Ricard Winemakers.
Updated on Oct. 9, 2026 in Wine
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Vinarchy is rolling out an ambitious expansion of its global travel retail operations. This push follows the high-profile merger of Accolade Wines and Pernod Ricard Winemakers, which consolidated major portfolios under a single entity.
Why it matters
The company is focused on attracting new consumers who may not traditionally purchase wine through occasion-led displays. By utilizing sampling and brand ambassadors, Vinarchy aims to capture market share in high-traffic travel locations.
A tasting campaign at Amsterdam Airport Schiphol resulted in a 241% sales increase, while a World of Wine activation at Dubai Duty Free yielded a 62% uplift. Echo Falls Blue Raspberry previously saw 3.7 million bottles sold in the UK.
The players
Vinarchy
This wine entity was formed through the merger of Accolade Wines and Pernod Ricard Winemakers.
Thomas Hardy
He is the historical figure who traveled from the UK to Australia in 1847.
The details
Vinarchy employs occasion-led displays to help travelers choose wine for gifting, daily consumption, or special events. The strategy includes the use of promotional podiums and active brand engagement within busy retail spaces.
Timeline
Thomas Hardy traveled from the UK to Australia in 1847.
The baseline period for sales comparisons at Dubai Duty Free occurred from March to June 2026.
Vinarchy plans to continue its international expansion through 2026 and into 2027.
Culture Shift
The formation of Vinarchy marks a significant consolidation within the international wine trade. This move follows the merger of Accolade Wines and Pernod Ricard Winemakers and reflects a broader industry trend of grouping brands to capture global tourism retail spending.
Travelers at major international airports can expect to see more interactive tasting displays and curated product selections. These brand-led initiatives aim to simplify the wine-buying process for those looking for quick gifts or specific occasion bottles while on the move.
The takeaway
Travel retail is increasingly becoming a critical channel for wine brands to build visibility and trial among diverse global audiences. Shoppers should watch for increased availability of niche selections like Campo Viejo Tempranillo de Selección as the company expands its retail footprint.
Further reading
For more information on the evolving marketplace for premium labels, visit the Wine section.
Live Poll
Are you more likely to try a new wine brand if a store offers product tastings?
