Heinemann Duty Free and Umberto Cesari are celebrating one of the regions’ most iconic wine brands with an eye-catching promotion at Bologna Airport this November.

The unique barrel was specifically designed for Heinemann Italia. It is five metres long and as high as the ceiling of the Heinemann Duty Free Shop. Inside the barrel passengers find a wine bar tasting area where they can explore Umberto Cesari’s finest wines during the course of the promotion.

“Umberto Cesari is our most important local wine brand at Heinemann Duty Free in Bologna and perfectly represents our local footprint in the wine category. We have seen a great deal of attention as well as a tremendous increase in sales from the giant wine barrel installation and we are particularly happy to launch this enticing promotion together with our longstanding partner Umberto Cesari,” says Christoph Steenbock, Category Manager at Heinemann Italia.

The wine estate Umberto Cesari was founded over 50 years ago and since then has become a major ambassador for fine wines of the highest quality and the spirit of the Emilia-Romagna region. The iconic Italian brand is thus one of the absolute bestsellers at Heinemann Duty Free Bologna. In addition, Umberto Cesari also represents a success story of local Italian products that have also successfully entered Heinemann Duty Free Shops at international sites such as Oslo and Bergen.

“It is a great pleasure for us to celebrate with this installation the fruitful collaboration that has been linking us for many years to Heinemann, one of our most important international partners. Knowing the innovative spirit of Heinemann, I am certain that this will be only the first of many surprises that we will reserve for the passengers of Marconi Airport,” says Gianmaria Cesari, the owner of Umberto Cesari.

Passengers’ curiosity for the brand and the installation in the Heinemann Duty Free Shop is fuelled already before they enter the security controls: During the entire two month promotion Bologna Airport is running an advertising campaign highlighting the activation on screens all over the airport’s landside area.

“Bologna Airport is pleased to strengthen the bonds with excellent local producers by celebrating today an important partnership that unites one of the main world players in the airport retail sector, Heinemann, with one of the main local excellences in the wine sector, Umberto Cesari. This partnership represents an important moment of synthesis of the founding values of the commercial strategy of Bologna Airport: a combination of internationality and local excellence to offer passengers not only a product but also a travel experience. These values are perfectly expressed today through the installation that we can observe and through the numerous tastings aimed at improving passenger experience,” adds Nicola Gualandi, Retail & Advertising Business Development at Bologna Airport.