Bottega flies high with 27% of revenue coming from travel retail
With a history of vineyard cultivation spanning four centuries, Bottega SpA is a name synonymous with high-quality Italian wine, spirits, and the star of the show, Prosecco. Founded in 1977, the company has successfully expanded its reach globally, with its commitment to "Made in Italy" products naturally extended to the travel retail sector. For Bottega, its 77 airline partnerships, duty-free stockists, and cruise lines are a vital part of its strategy, accounting for 27% of its total turnover and allowing its portfolio to cross borders and capture consumers seeking memorable travel experiences.
Speaking with its Global Account Manager – Airlines, Valentina Dalle Mule, Bottega views its presence across the travel journey – from airport lounges to onboard service – as essential. For driving growth in this sector, World Travel Catering & Onboard Services Expo (WTCE) is the single most important platform.
New sips and new skies
At WTCE 2025, Bottega showcased its complete portfolio, focusing on several new additions. "We always launch a new product during the show," notes Dalle Mule, who confirmed that 2025 saw the successful launch of a new Premium Prosecco range, a new Italian Whisky, and an expanded alcohol-free product line.
Bottega’s wide range of formats allows them to cover every opportunity of the passenger journey: "from the moment they book their flight, to when they arrive at airport and visit bars, lounges and duty-free, and get on board with buy-on-board and pouring services." Dalle Mule also notes that miniatures in business class provide a “high-visibility marketing touchpoint as passengers have the chance to keep the bottle with them."
A key growth area is the low- and no-alcohol trend, which has seen a 78% increase in revenue for Bottega in the space of one year. Dalle Mule confirmed that the new products are driving significant interest, and she can now "see that airlines are making space in the trolley and in their product selection for zero alcohol products." She notes that reducing alcoholic choice is a difficult decision for an airline, so a testament to the popularity of this emerging trend.
Tasting beats talking
Bottega's strategy is to always meet the specific needs of the airline industry. Reflecting this focus, its business with airlines has grown by 17.7% within the last year. WTCE is an "unmissable event" that perfectly aligns with the company's development goals to continue this growth.
For Bottega, the value of the show lies in the ability to facilitate critical face-to-face contact and product education with existing and potential clients. Dalle Mule stresses that proper tastings at the booth allow them to "explain the characteristics of our products - something that wouldn’t have the same results if done in a virtual call." This is the case for both airline attendees, but global caterers too, with whom Bottega often work to deliver products on planes.
Furthermore, the show acts as a highly efficient business hub. By having a fully booked schedule with the assistance of WTCE Connect, Bottega significantly reduces the need for year-round travel.
As Dalle Mule confirmed, after meeting the 35 pre-booked clients at WTCE, "there's no need for me to do extra travel, which results in a clear cost saving for the company.” They also trust WTCE to stay ahead of the curve, enabling them to "identify new trends and gain first-hand experience of the needs of the airline industry.
Sealing the deals at WTCE
The outcomes from WTCE 2025 were very positive, leading directly to new partnerships and finalised agreements with carriers like Malta Air, SunExpress, and Transavia.
WTCE is also a vital platform for product development and customisation at Bottega. Its continuous success is due to its willingness to offer tailored solutions for clients, confirming that WTCE allows them to demonstrate that they are a flexible company.
"We managed to make a customised product for Air Dolomiti at WTCE. The Italian carrier wanted a tipple with lower alcoholic content and a customised bottle label. So, we brought it to the show with lots of some samples, and we managed to finalise the product. Better yet, it is now on board and flying in the skies."
The quality of attendees remains unmatched too, with Dalle Mule noting that WTCE has the "wider number of buyers coming from all over the world" compared to other similar events.
In addition to securing new business, the company’s presence was recognised with a prestigious industry award. Bottega was proud to win the “Best for Onboard Beverage: Alcoholic" category at the Onboard Hospitality Awards for their premium Bottega Gold Cru.
Takeaway advice for new exhibitors
Their advice for new exhibitors is simple: "use all the tools that are at exhibitors’ disposal to maximise your presence and get the most out of it in person, including media exposure and using the app to track leads.” They also recommend the use of VIP goody bags with miniature bottles to drive traffic to the booth.
Bottega will return to WTCE 2026 as based on its history of new product development, its next exhibition will be another stellar success.
Need more information?
Are you interested in exhibiting at WTCE but want to learn more? Join the main showcase of innovators, influencers and exclusive brands, at the main marketplace, designed for your success.
Ready to exhibit?
We are excited to help you achieve your business goals. If you’re ready to take your place at the most important meeting of the industry in Europe, there are a few simple steps to securing your place.
More Exhibitor Success Stories
