IWB shows how Voga is a fashionable asset for the jet set

Italian Wine Brands (IWB) is placing a renewed emphasis on its Voga wine brand within travel retail and revealed that the sector needs eye-catching bottles to stand out and get travellers to pay attention. Jessica Mason finds out more.

The company, which has a strong presence across the US, Europe and also now the Middle East in travel retail has also become known for fusing fashionable lifestyle positioning with its flagship wines.

Speaking to the drinks business about the focus for the business in travel retail this year, IWB general manager Alessandro Vella said: “Voga is our main brand and is the most known internationally. We talk about lifestyle when we’re talking about Prosecco, Voga, for us is present and known in the travel industry. It is also in the airlines.”

Rise of the aperitivo

Vella explained to db that, for Voga, the brand is “in America and in Europe we are most popular as an aperitivo” a term, he noted, has become a trend all over the world with consumers seeking out pre-dinner drinks and really embracing into the term. Additionally, he reminded that the wine is known all over the world and can be seen in environments where it fits in “for its stylishness” and stands out for the same reasons.

Vella told db: “Voga as a brand is distributed globally” and revealed that IWB has recently been “focusing on Voga as a lifestyle brand now, especially this year” and has also “added the ‘Prosecco Still’ to the category”. This, he attested, is to show how IWB can move conversations forwards by always offering something that illustrates it is at the forefront of trends. “Everyone wants to try it,” he mused.

Fashion and lifestyle

Describing the brand’s presence across global travel retail, Vella pointed out that it was a strategic move. Indeed, travel within certain markets known for their spend has been behind this, he admitted, but also highlighted how the brand was present in the places where high fashion could be found and, with it, tastemakers and trendsetters.

He explained: “We can be found in duty free in Abu Dhabi and, because Voga represents fashion and lifestyle, we are in all the fashion shows in Miami.”

The importance of style for the business has become its USP, as much as the quality of the wine, the cylindrical bottle stays in people’s minds.

Attracting attention

Vella highlighted how “in the airports it is very important to be eye-catching and to let people see something different. If people are running in a rush to go and get a plane or go back home and sometimes, when they see something eye-catching – a nice bottle, or a brand that they recognise – it makes sense and that is why it is also about the packaging and not just the wine. Although the liquid is important, it’s also very important that the packaging is something that people can remember.”

Looking ahead, he noted how IWB is now also showcasing Voga digitally across social media to reach more of its audience and added: “We are also dedicating a lot of time on Instagram and we have Instagram in Latin America, in North America and in Dubai so we are very present there now too.”