Image Credit: Naomi Chadderton
Roberta Picco, Regional Manager Asia Pacific at Herita Marzotto Wine Estates shows off the brand’s new travel retail-exclusive Prosecco.
Herita Marzotto Wine Estates is strengthening its focus on travel retail as the Italian wine group looks to build visibility for its portfolio and engage consumers in what it describes as a more “playful” purchasing environment.
Speaking to TRBusiness at the TFWA Asia Pacific Exhibition & Conference in Singapore, Giacomo Marzotto, Export Director at Herita Marzotto Wine Estates, said the channel has become increasingly important to the family-owned business over the past decade. “When I started working in the business 10 years ago, travel retail was basically non-existent for us,” said Marzotto. “Today, it has become much more sizeable. It is still a small part for us, but it is very important for visibility. If you are in the right place, in the right way, it can be very effective.”
The group, which celebrates its 90th anniversary this year, rebranded to Herita Marzotto Wine Estates in February, placing greater emphasis on its family heritage and wider estate portfolio. Founded in 1935 by Count Gaetano Marzotto in Fossalta di Portogruaro, Venice, the business began with Santa Margherita and now spans nine estates, including eight in Italy and one in the US.
Santa Margherita remains the company’s flagship estate and one of its most internationally recognised brands. According to Marzotto, the estate has played a defining role in the development of modern Italian wine, having been among the first producers of Prosecco in 1952 before later pioneering the vinification of Pinot Grigio in the style widely recognised today. “We created Pinot Grigio as it is known today,” he said, adding that Santa Margherita remains a global benchmark for the varietal.
At the Singapore show, Herita Marzotto placed the spotlight on its Santa Margherita Valdobbiadene Prosecco Superiore DOCG, a travel retail-exclusive limited edition that launched less than a year ago. The product represents the highest Prosecco classification and has been developed with dedicated packaging for the channel. “We also created dedicated packaging for travel retail,” explained Marzotto. “It has been designed in a way that is similar to whisky packaging, so consumers can easily put it in their luggage, and it can also be reused, which makes it more sustainable.
“We really believe travel retail needs a different approach when it comes to packaging.”
Image Credit: Naomi Chadderton
Herita Marzotto’s travel retail exclusives come with dedicated packaging.
The group’s travel retail strategy also includes a strong presence in the cruise channel, where its wines are listed with operators including Carnival, Celebrity Cruises and Ritz-Carlton Yacht Collection. “We care a lot about this channel,” continued Marzotto. “Our brand is very popular in the US, and nearly 90% of cruise passengers come from North America and Canada. We want to reach our consumers during moments of leisure, and that is what is so interesting about travel retail. It is a more playful environment in which to engage with people. Travel retail is a beautiful playground.”
Speaking about regional wine trends, Roberta Picco, Regional Manager Asia Pacific at Herita Marzotto Wine Estates, said consumer preferences across Asia Pacific are shifting, particularly among younger drinkers. While the market has historically leaned towards red and heavier wines, Picco said there is now growing demand for white wines, sparkling wines and more approachable styles. “They are increasingly preferring white wines and bubbles, which is quite a turnaround,” she explained. “There is now a stronger focus on drinkability, particularly among the younger generation. Even within reds, lighter styles are becoming more popular.”
With its rebrand, anniversary year and travel retail-exclusive Prosecco, Herita Marzotto is aiming to use the channel not only as a sales platform, but also as a brand-building environment that can introduce travellers to the breadth of its estate portfolio. And for Marzotto, the opportunity lies in bringing together heritage, product quality and tailored channel execution. “Travel retail is about being visible in the right place and in the right way,” he said. “When that happens, it can be very effective.”
READ MORE: TFWA APEC 2026 welcomes 2,814 visitors; dates revealed for 2027
READ MORE: TFWA APEC: La Martiniquaise-Bardinet debuts first LABEL 5 TR-exclusive whisky
READ MORE: Whyte & Mackay spotlights single malt growth at TFWA Singapore show
Like what you’re reading? Follow TRBusiness on Linkedin:
Dining and Cooking