Cloudy Bay toasts 40 years with Auckland airport tasting
Cloudy Bay is celebrating its 40th anniversary with a wine tasting activation at Auckland International Airport, featuring a new vintage and a travel retail exclusive.
Moët Hennessy Travel Retail has recently launched a dedicated activation at Auckland International Airport to mark the 40th anniversary of Cloudy Bay. The space, open until 29 April, offers passengers the chance to sample two of the winery’s key wines, including the newly released 40th vintage Sauvignon Blanc.
“Auckland airport serves as the brand home for Cloudy Bay, and the focus is on maintaining this exclusivity for major immersive activations,” a spokesperson for Cloudy Bay told db. “This year, Cloudy Bay also celebrated its 40th anniversary with smaller-scale experiences at Christchurch and Queenstown airports, but Auckland remains the primary location for larger brand moments.”
The activation, delivered in partnership with Lagardère AWPL, reflects a growing trend in travel retail towards lifestyle-led brand experiences. Rather than simply selling bottles, brands are increasingly focusing on creating environments that communicate a sense of place, heritage and identity – and, crucially, offer a moment of engagement for consumers on the move.
“The activation is part of Moët Hennessy’s ongoing commitment to crafting engaging, memorable experiences for travellers. It reflects their strategy of creating moments of exclusivity at key airports, particularly for maison-led brand homes such as Cloudy Bay at Auckland Airport.
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Tasting the terroir
Set within a space inspired by the natural landscapes of Marlborough and Central Otago, the activation allows travellers to sample Cloudy Bay’s 2024 Sauvignon Blanc. The wine is described as “mouthwateringly intense”, with notes of makrut lime, hibiscus and pink grapefruit, underpinned by the brand’s hallmark saline edge.
Also available for tasting is the Founders’ Cellar Central Otago Pinot Noir 2020, which has been exclusive to Auckland Airport since December last year. The Pinot Noir is expressive, with aromas of boysenberry, violets and anaerobic-fermented coffee beans, and a palate of damson plum and bright acidity.
By bringing elements of Cloudy Bay’s vineyards to the terminal, the activation offers a snapshot of the brand’s winemaking approach and regional identity. It also underlines a wider strategy within Moët Hennessy to offer high-end, immersive touchpoints that go beyond traditional retail.
Founded in 1985, Cloudy Bay was one of the first five wineries in Marlborough and quickly established itself as a benchmark for New Zealand Sauvignon Blanc. Forty years on, the brand continues to explore new ways to connect with a global audience – both in the glass and by creating immersive consumer experiences.
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