Henkell Freixenet’s UK subsidiary, Freixenet Copestick, is trialing an in-store activation in the country that suggests which wines would work best in certain spritz cocktails.
The installation, ‘Spritz Bay’, includes nine “core” Freixenet SKUs and nine Mionetto products. Spritz Bay is now live at one branch of UK retail multiple Morrisons, in the town of Harrogate, in North Yorkshire.
The branded in-store activation includes a digital screen (above) which shoppers can use to help them decide which wine to buy depending on preferred flavour profile and ABV. The interactive screen, which the group said was “designed to create theatre in the aisle”, is accompanied by shelf signage and digital screens advertising both the Freixenet and Mionetto marks.
Henkell Freixenet said the fixture, the first of its kind, was “the result of a wider project exploring the future of spritz and how retailers can more effectively signpost the sparkling wine category in-store”. The brand owner confirmed to Global Drinks Intel that wider rollout of the Harrogate trial would depend on consumer engagement.
“The Spritz Bay reflects Freixenet Copestick’s commitment to developing engaging retail experiences that combine shopper education with effective category navigation,” Henkell Freixenet said in a statement today (26 October).
“By making it easier for consumers to discover new serves and identify the products they need, the activation aims to build connections between complementary categories while creating a more engaging shopping experience.”
In August, Henkell Freixenet updated its logo in a move designed to “sharpen the company’s profile and strengthen the shared identity of the international group”.
