Pernod Ricard, Heinemann and Schiphol relaunch Amsterdam Golden Beacon

By Kristiane Sherry |

Amsterdam Golden Beacon ribbon cutting

The Amsterdam Golden Beacon revamp ribbon cutting declares the space officially open.

Pernod Ricard Global Travel Retail has revamped its Amsterdam Golden Beacon concept into a fully modular store, in partnership with Gebr. Heinemann and Schiphol Airport Retail. 

The refurbished space is said to be at the “forefront of innovative retail design”, featuring digitised screens, glorifiers, and wave and learn engagement systems.

Modular in design, the space allows for versatility and cross-category customer experiences. As such, the store will constantly evolve throughout the year. 

Pernod Ricard GTR has a permanent area inside the store, featuring a whisky selection with a “deliberate focus” on quality over quantity.  

The Amsterdam Golden Beacon concept started life back in 2015 as a series of consumer experiences.

Amsterdam Golden Beacon sustainability focus

As a retail space, Amsterdam Golden Beacon aims to minimise its carbon footprint through its modularity and digitalisation. 

The themes are part of Pernod Ricard’s Future of Retail and are underpinned by its Circular Making principle, part of its Good Times from a Good Place 2030 roadmap. 

According to Pernod Ricard, the project reduced its carbon footprint by 76%, conserving an estimated 1.2 tonnes of natural resource build material over its three-year lifespan.

Amsterdam Golden Beacon Pernod Ricard GTR whisky selection

Pernod Ricard GTR is heroing key products in the space.

“Our longstanding collaboration with Gebr. Heinemann and Schiphol Airport Retail has been continuously focused on driving innovation and pushing the boundaries of retail design, which has led to the launch of the newly refurbished Golden Beacon retail space,” said Antonio Duva, Pernod Ricard’s General Manager Travel Retail EMEA and Pacific.

“We are proud of our new modular space design, which offers customers a dynamic environment where they can learn more about our brands and immerse themselves in our exceptional product range. 

“This partnership exemplifies our commitment and our dedication to delivering extraordinary retail experiences for our customers, and we look forward to the future as we continue to push developments in innovation and redefine the retail landscape together.” 

Proof of GTR’s ‘strong comeback’

Katja Diehr, Head of Advertising and Promotion at Gebr. Heinemann, added: “We are proud of how we evolved the space further together with our trusted partner Pernod Ricard. 

“It’s proof of travel retail’s strong comeback after the pandemic. The interactive elements add to the unforgettable experience we aim to offer and will attract especially global travellers keen on the latest trends and insights into brands.” 

Amsterdam Golden Beacon modularity

The modular nature of the space is said to have cut the retail concept’s carbon footprint by as much as 76%.

Simon Asmus, Schiphol Airport Retail Managing Director, commented: “We are thrilled to be a part of the collaboration between Pernod Ricard Global Travel Retail and Schiphol Airport Retail (a joint venture between Heinemann and Schiphol Group) for the unveiling of the newly refurbished Amsterdam Golden Beacon retail store.  

“The innovative modular store design, combined with cutting-edge digital technology and interactive elements, sets a new standard in the industry. We are excited to redefine the retail landscape and continue driving innovation together with our valued partners.”  

In May, Laurent Pillet, currently Managing Director of Pernod Ricard Eastern Europe, was announced as the new CEO of Pernod Ricard Global Travel Retail.


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