Pernod Ricard GTR ranked top W&S supplier in Advantage Group report

By Benedict Evans |

Pernod Ricard’s efforts in retaining its strong reputation within the GTR standout store openings such as this AI-powered boutique at Changi.

Pernod Ricard Global Travel Retail (Pernod Ricard GTR) has been ranked joint first in the Wines & Spirits (W&S) category in Advantage Group’s core benchmark report, which has returned following a three-year hiatus due to the Covid pandemic.

“This is a vitally important result for Pernod Ricard Global Travel Retail as it more than fairly reflects the fantastic relationships we have with our retailers, the value we place on these strong alliances and our contribution to grow the business together,” said Antonio Duva, General Manager Travel Retail EMEA, Pacific and Global Customers at Pernod Ricard.

The report, by consultancy firm Advantage Group International, compiles and analyses qualitative and quantitative data to measure business-to-business engagement. It’s designed to guide suppliers and retailers to improved commercial success.

Pernod Ricard GTR performed well across a range of metrics, and strongest on elements associated with partnership (relation and success in building advocacy with brand consultants), reputation (suitability and fit as a long-term business partner) and vision (ability to identify opportunity and thrive in an ever-changing environment).

In addition to claiming the joint top spot in the Wines & Spirits category, Pernod Ricard GTR achieved joint third across four duty free categories.

The reputational ranking shows Pernod Ricard GTR climbing five positions compared with 2022 – a jump that the report’s authors attribute largely to ‘capability and experience and cross-functional alignment’.

More highlights for the division include being placed first for customer service and second for collaborative forecasting within the W&S category.

Above: Pernod Ricard’s success in the Advantage Group report is bolstered by other recent store openings, including the modular and sustainably-minded Amsterdam Golden Beacon at Amsterdam Schiphol Airport.

Duva highlighted Pernod Ricard GTR’s “clarity of purpose, long term strategy and consistent transparency”, as key to retaining, and improving upon, its high rankings, adding: “We have maintained the #1 position in Wine and Spirits over several years; pre-Covid, during Covid and after Covid, providing evidence of our continued support in good times and in bad.”

Christophe Bouyé, Managing Director for Advantage Group International Global Travel Retail, commented on the importance of the report’s return: “If there is a purpose for our Global Travel Retail Program, that would be to support retailers and suppliers through engagement in delivering what the traveller is looking for along their journey.”

READ MORE: Pernod Ricard launches two limited-edition cognacs from Maison Martell

READ MORE: The ripple effect: Gulf & India innovation accelerates Pernod Ricard GTR

READ MORE: Pernod Ricard unveils 3D Digital Out-Of-Home campaign at Seoul Incheon


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