Accolade Wines launches high-profile Hardys pop-up with Dubai Duty Free


Wines of honor put his famous Hardys brand in the foreground with high level activation at Terminal 3 Hall C of Dubai International Airport (DXB).

The activation, which runs until the end of December, was carried out in partnership with Dubai tax free and with the support of Accolade’s distribution partner in the region, Gulf drink.

Hardys Premium Selection, a travel retail exclusive, is featured in the pop-up, alongside Hardys heritage reserve tank and the rejections of the Accolade Global Vintage Release program Hardys Eileen Shiraz and Chardonnay.

Located in the Emirates Terminal, the pop-up has attracted impressive attendance since its launch.

“This makes it the perfect place for an Australian wine business to present to international travelers, as well as the antipodes traveling to the region,” said Accolade Wines Senior Regional Manager EMEA Jeff Bond.

“So far we have had very positive feedback from staff and consumers on activation. With this dedicated space, our Brand Ambassadors can spend quality time interacting with consumers and giving them in-depth information about our fantastic Hardys range.

Dubai Duty Free Brand Ambassadors assist customers with the pop-up and are able to offer both advice and private tastings to buyers, due to current restrictions on traditional open sampling.

Bond continued, “A key to our growth strategy in GTR is to present our wines at the best airports in the Middle East, and Dubai is of course one of the most important. Dubai Duty Free is the largest retailer in the channel, so we see it as a key partner in showcasing 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 attract new customers to our wines. We are seeing very positive signs of recovery across the region and will continue to invest in this area for the long term.

“This investment will include more activations and pop-up stores of this nature – they are a great way not only to sell wines directly, but also to promote our brands to a diverse audience and very important to Accolade Wines.”


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