Italy wins in global travel retail
Italian Wine Brands (IWB) expands its presence in global travel retail, with a strong focus on delivering high-quality wines and an all Italian “aperitivo” experience with VOGA Italia targeting consumers on the move.
After having shown consistent growth, bolstered by its successful participation in key industry events such as TFWA in Cannes and Singapore, Italian Wine Brands (IWB) has boosted both its reputation and prowess across the global stage.
This year, IWB is proud to join TFWA Cannes at Green Village stand L56, spotlighting one of its most iconic brands – Voga Italia – with its vibrant, design- forward offerings, perfect for an all-Italian aperitivo experience – along with other exciting news which it intends to share at the event.
Speaking to the drinks business, IWB duty free and travel retail manager Esteban Garcia points out: “Italy is globally renowned for its wine culture, and IWB proudly stands as a leading ambassador of that excellence. Among its stand-out labels, Voga Italia leads the way in redefining how travellers experience and enjoy Italian wine – transforming a simple glass into a symbol of lifestyle, elegance and celebration.”
Garcia highlights that, in today’s travel retail world, wine is more than just a product—it’s an invitation to taste a place and its culture. He tells db: “For IWB, airports, cruises and duty-free stores are ideal stages to showcase the charm of Italy, offering travellers more than a bottle: a carefully curated moment of pleasure, wrapped in unmistakable Italian style.”
Sleek design
Garcia adds: “When it comes to Italian wine, few names capture style, elegance and innovation quite like Voga Italia. Known for its sleek design and modern take on tradition, Voga is an expression of the Italian lifestyle, a way to enjoy ‘la dolce vita’ anywhere in the world.”
Voga Italia has two distinct expressions: Voga Prosecco DOC Brut and Voga Prosecco DOC Still.
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Garcia explains: “When it comes to Prosecco, Voga is doing something that no-one else has done before. While the world already knows and loves Prosecco DOC brut, which is bright, bubbly and perfect for making a toast, Voga has pioneered a completely new way to enjoy it: Prosecco Still.
“With its sleek bottle and cosmopolitan appeal, Voga is made for those who live and travel with flair – and who want to carry the aperitivo spirit wherever they go.”
In Italy, aperitivo is a ritual of connection, flavour and lifestyle. As Garcia explains: “Now this beloved tradition is crossing borders. Whether flying out, cruising in or browsing duty- free, Voga Prosecco DOC invites travellers to enjoy a taste of that ritual – anywhere, any time.”
Through its ‘How do you Prosecco?’ campaign, Voga Italia encourages travellers to embrace the Italian art of aperitivo. As Garcia insists: “Whether sparkling or still, paired with Mediterranean bites, shared at golden hour or offered to a loved one as a thoughtful gift, Voga turns every moment into a lifestyle statement.”
Through curated activations, tastings and in-store presence, IWB is now bringing the essence of Italian living into the heart of GTR.
Garcia adds: “IWB is redefining how the world experiences Italian wine – with Voga Italia leading the way in travel retail and duty free – and is inspiring a global audience to drink and live in style.”
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