Pernod Ricard Global Travel Retail showed its sustainability credentials at TFWA World Exhibition in Cannes last week by using its Life Cycle Analysis (LCA) tool for merchandising to create its booth, in collaboration with B Corp-certified PIE Factory (Positive Impact Experience) agency.
All materials in the design were 100% sustainable, featuring zero single-use virgin plastic, zero PVC free and zero waste to landfill, with materials developed for usage at future events. According to Pernod Ricard Global Travel Retail this design and build shows a -40% reduction in CO2 emissions compared to [its space in] 2019.
The stand was designed to immerse customers and partners into the world of Jameson Irish whiskey and its campaign ‘Like a Local’, which will launch exclusively in global travel retail in early 2023.
At Cannes, the company also hosted a panel event at the Hôtel Barrière Le Majestic Christian Dior suite, bringing together experts from across the industry to exchange ideas and initiatives driving change in ethical consumerism across the duty free ecosystem. The discussion explored further opportunities for innovation and collaboration.
Pernod Ricard Global Travel Retail Chairman and CEO Mohit Lal was joined by Pernod Ricard Chief Sustainability Officer Vanessa Wright, Lagardère Travel Retail, Head of Sustainability & Responsibility Mélanie Guilldou, and M&C Saatchi LIFE Founding Partner and former IKEA Head of Sustainable & Healthy Living Joanna Yarrow.
Lal said: “Last week was a brilliant opportunity to showcase Pernod Ricard’s continued commitment to drive sustainable change in global travel retail and to discuss with our customers and partners how we can do more. We may not have all the answers yet, however this is a great start to the conversation.”
The discussion covered the growing importance of sustainability and increased consumer concern and desire to take action; the risk of greenwashing and how this could descend into ‘green hushing’; the opportunity presented by the in-airport moment to engage with consumers and communicate in the right way about sustainable initiatives, and the role technology and design can play in minimising the environmental impact of the industry.
Following the panel event, attendees were invited to take a tour of the exhibition stand demonstrating Pernod Ricard Global Travel Retail’s LCA Tool. The tool was launched in 2021, and has now been used across more than 280 travel retail projects.