Ask the expert: Sandro Bottega

Having built a global presence in airports, aeroplanes and ships, Bottega SpA’s founder explains how shrewd investment in travel retail channels can act as “an incredible multiplier of brand visibility”.

The world is open again. That, at least, is the indication from the UN’s World Tourism Barometer, which revealed in January that 2024 saw tourism hit 99% of its pre-pandemic levels. The opportunities are considerable, especially in the wine and spirits sector, but so is the challenge of such a specific marketplace.

One company relishing the challenge is Bottega SpA. The producer, famed for its Prosecco but also producing other wines, spirits and liqueurs, is a true leader in the category. Its Bottega Gold was crowned the best-selling sparkling wine in the category in 2022, while its growth figures paint an impressive picture. Bottega engineered explosive growth from 2000 to 2010 of 850%, while even in the difficult period of 2017-24, its travel retail sales grew 32.4%. The market sector is, according to founder Sandro Bottega (pictured), an “essential” investment.

“The travel retail market has been strategic for Bottega for over 30 years,” he explains, “as it is an incredible multiplier of brand visibility. At the same time, the presence in this channel also stimulates and directs the domestic markets, which do not infrequently follow the trends.” He summarises its importance with three pillars: “Prestige, visibility and turnover.”

Travel retail can evidently be a profitable arm of a business, but only when consumers are given due consideration. Bottega describes the global demographic as “particularly sensitive to a luxury image”. To thrive in travel retail, a product must therefore communicate its quality credentials: in Bottega’s case, this means quality Italian raw materials, care in production, and distinctive packaging.

On that last point, Bottega is particularly adamant. “The consumer in this market has a worldwide profile, so the visual image is really important,” he says. “The packaging of the bottles communicates with the consumers, so it must attract attention and leave a mark.”

Routes to the consumer

Yet the product itself is not the only consideration. The travel retail market includes several routes to the customer, often quite distinct from other approaches. On aeroplanes, for instance, a small format is an appealing prospect; Bottega has therefore focused on 20cl bottles, coining the term ‘birillo’ (meaning ‘skittle’) to promote them. The company has even produced limited editions for consumption onboard, such as its anniversary collaboration with Virgin Airlines.

On ships and in airports, meanwhile, getting customers to try the product is vital. “For the past 20 years at least, we have been organising product tasting activities,” Bottega explains. “Tastings are important, especially at airports where the waiting time makes passengers more willing to taste and learn more.” He particularly cites the importance of involving point-of-sale staff: as the on-the-ground ambassadors for products, they know the market better than anyone.

With a reliable model for promoting its travel retail products, Bottega is going from strength to strength in 2025. The growth of interest in no- and low-alcohol, and pre-mixed cocktails, has coincided with its own launches, diversifying its portfolio.

New Bottega products also have their part to play in travel retail. The Prosecco Premium Vintage Collection, intended to raise the category’s profile, will debut at the International Association of Airport Duty Free Stores (IAADFS) show due to be held in Miami in March.

A brand-new venture, crafting a typical Italian whisky aged in Amarone and Brunello di Montalcino casks, is also due for release in the channel later this year. As tourists, and indeed the entire wine trade, continue to travel further in 2025, even more Bottega products will be joining them on the journey.

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