cannes_2025_TUESDAY_ISSUE_DIGITAL

I talian Wine Brands (IWB) is putting its internationally renowned Voga wine brand in the spotlight at this year’s TFWA World Exhibition & Conference, showcasing how fashion-forward packaging and lifestyle positioning are key to standing out in the global travel retail sector. With a strong presence across the US, Europe, and now the Middle East, IWB continues to push the boundaries of how wine can be marketed in airports, airlines, and beyond. “Voga is our main brand and the most internationally recognised,” said Alessandro Vella, General Manager at IWB. “We talk about lifestyle when we’re talking about Prosecco. Voga is well-known in the travel industry – it’s even served on airlines.” The brand has built its identity around style, visibility, and versatility, particularly as a popular aperitivo option in both the American and European markets. “Voga is distributed globally,” Vella added. “And this year, we’re really focusing on it as a lifestyle brand. We’ve also introduced a new addition to the range: Prosecco Still.” In travel retail, where consumers are often rushing through terminals, visual impact is crucial, Vella emphasised. “In airports, it’s very important to be eye-catching – to let people see something different,” he said. “When people are in a hurry, they Champions of flavour: Halewood makes a splash with innovation in Cannes H alewood Artisanal Spirits has once again docked in style at Harbour Village, showcasing its distinctive portfolio aboard a private yacht – offering an exclusive and relaxed setting for business meetings during this year’s TFWA World Exhibition & Conference. “We can have private groups here,” said Eamon Prunty, Global Travel Retail Director at Halewood. “It’s a great space for conversations and showcasing our products.” Innovation and agility are at the heart of Halewood’s approach to brand development. As a family-owned, fast-moving business, Halewood leans into trial-and-error product testing, rather than relying on formal innovation teams. “We’re great with NPD [new product development] and launching brands,” Prunty explained. “Rather than just guessing about an idea, we do things. We look at the market, test with consumers, and see what works.” One of Halewood’s most successful brands is Whitley Neill, which has seen an explosion of flavour variants in recent years. “We’ve had around 80 Whitley Neill flavours in the last nine years,” Prunty noted. “Some stick – like Rhubarb and Ginger, which is now our number one SKU.” The inspiration for many of these flavours, said Brand Manager Adam Halewood, comes from classic British jams and preserves. “Raspberry, blood orange, ginger – they’re all meant to be reminiscent of quintessentially British flavours, like marmalade or jam,” he said. But Halewood’s adventurous spirit doesn’t stop at fruit. “We’ve tried some unusual ones too – bacon, horseradish, and even a Dead Man’s Fingers rumwith KFC,” Prunty revealed. “They approached us wanting to create an alcoholic product. They gave us the Colonel’s recipe, and we made 10,000 bottles exclusively for Amazon. It sold out within three weeks.” This kind of bold, boundary-pushing innovation highlights Halewood’s ongoing commitment to bringing flavour-forward, conversation-starting products to the global travel retail stage. HarbourVillageACCAMADELTA Fashionmeets flavour: ItalianWine Brands showcases Voga might stop for a bottle that stands out. That’s why the packaging matters just as much as the wine itself. While the liquid is important, the design is what people remember.” Voga’s branding extends far beyond duty free shelves. The label is also present at fashion shows in Miami, reinforcing its fusion of wine and style. Within global travel retail, the brand can be found in key locations including Abu Dhabi Duty Free. Looking ahead, IWB is increasing its focus on digital engagement, building visibility across key markets through social platforms. “We’re very active on Instagram,” said Vella. “We have dedicated accounts for Latin America, North America, and Dubai – so we’re present and connecting with consumers across regions.” GreenVillage L56 Tuesday 30 September 2025 54 T F W A D A I L Y