Peller Estates Icewines enjoys successful launch at London Heathrow

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The supplier anticipates further listings with World Duty Free after a tasting promotion at terminals three and four

Canadian icewine brand Peller Estates has marked its launch at London Heathrow airport terminal three and T4 in partnership with World Duty Free with a series of tastings.

World Duty Free listed 375ml Vidal Blanc, 375ml Vidal Oaked Aged and 200ml three-pack variety Icewines in May and followed the introduction with a series of tastings for 1,000 passengers at the terminals in June.

World Duty Free buyer David Warren said: “We identified icewine as a category that was increasing in importance in the duty-free market. For the Asian and American consumers it is a very popular product. With the commitment from Peller to support tastings in our key terminals, we believe we can deliver some substantial incremental profit.”

Peller is now hoping for further listings with World Duty Free and is planning a similar programme in December in time for Christmas.