Pernod Ricard Global Travel Retail (GTR) is joining forces with the upcoming TR Consumer Forum in Amsterdam as an Opening Cocktail Sponsor.

Delegates can take the opportunity to sample some of Pernod Ricard’s award-winning brands at the Opening Cocktail networking event on Monday 2 June (also sponsored by Lagardère Travel Retail), which is taking place in The Piazza at the front of the hotel.

The spotlight will be on the premium Código 1530 Tequila, which Pernod Ricard GTR successfully launched in travel retail with a dynamic pop-up activation at JFK Airport in 2024, showcasing Código 1530’s renowned expressions, including Blanco, Reposado, Rosa, Añejo and the premium Origen tequila.

This successful launch is said to be a key example of PR GTR’s strategic focus on expanding the presence of high-quality tequila in global travel retail while reinforcing its commitment to sustainability and craftsmanship.

In addition to Codigo, attendees will have the chance to sample two delicious serves from Lillet and Skrewball Peanut Butter Whiskey.

Left: Código 1530 Tequila will be in the spotlight at the TR Consumer Forum Opening Cocktail on Monday 2 June. Right: Liya Zhang, VP Marketing, Pernod Ricard Global Travel Retail.

“We are proud to partner with TRBusiness and m1nd-set for the fifth consecutive TR Consumer Forum,” said Liya Zhang, VP Marketing, Pernod Ricard Global Travel Retail.

“Since our involvement in London back in 2021, we have taken the opportunity to advocate for a traveller-centric approach in travel retail, which we feel is imperative to success.”

She continued: “Meaningful consumer insights are critical to shaping our understanding of the traveller and allow us to connect our award-winning brands and products to the consumer, in a tailored way, at every point in their journey.

“As the only event fully dedicated to consumer insights, we believe this event continues to be a highly valuable conference for the travel retail industry, facilitating knowledge-sharing in an environment which continues to present quickly-evolving challenges.

“We must always be prepared for the unexpected, whilst at the same time foster a growth mindset; seeing ahead to future possibilities and translating these into strategies.”

Julie Foley, Head of Global Retail Excellence for Pernod Ricard GTR, on stage at the 2024 TR Consumer Forum in Dubai. Photo: TRBusiness/Dreambox Creative Consultants, UAE.

Attendees will also be able to see Julie Foley, Head of Global Retail Excellence for Pernod Ricard GTR, speak on stage in the session titled ‘Boosting Cultural IQ to Drive Conversion’, which is taking place on Tuesday 3 June from 14:25-15:25.

This session aims to help stakeholders to tap into their cultural IQ (cultural intelligence) and how this presents on the shop floor, by exploring the ways in which sales staff can sharpen their know-how to better understand, engage and serve shoppers from a wide array of nationalities.

“I’m delighted to be part of this years’ panel to share how at Pernod Ricard Global Travel Retail, we combine deep cultural insight, behavioural science, and data-led shopper segmentation to dynamically boost our Cultural IQ and tailor our strategy by nationality, ensuring we meet evolving traveller needs with precision and agility,” said Foley.

Powerful programme: what to expect

Curated under the theme of ‘Transaction to Transformation: Addressing Travel Retail’s New Consumers’, the fifth annual edition of the TR Consumer Forum will deliver an eclectic mix of dynamic panel sessions and high-profile keynotes backed by powerful peer-to-peer business exchange opportunities over two-and-a-half jam-packed days.

The 2025 agenda explores critical themes such as the changing landscape of airport real estate, the power of destination-based retailing, the role of sustainability in shaping future purchasing behaviours and the social media driven consumption habits of Gen Z travellers. These will flank in-depth regional spotlights on Asia Pacific and US travellers, alongside a clutch of new features for 2025.

Please click here to view the day one agenda and speaker insights for Monday 2 June.

Please click here to view the day two agenda and speaker insights for Tuesday 3 June.

Please click here to view the day two agenda and speaker insights for Wednesday 4 June.

A packed room at the TR Consumer Forum 2024. Photo: TRBusiness/Dreambox Creative Consultants, UAE.

Tickets available until Monday 26 May

Tickets for this year’s Forum in Amsterdam, priced at £899, are available until 17:30 (BST) on Monday 26 May.

Don’t miss your chance to join leading DF&TR stakeholders from around the globe for a masterclass in today’s travelling consumers. Simply click the button below to register via the online portal.

Once officially registered, you will receive a link to book your hotel room within your confirmation. Availability is limited, so we recommend that you secure your room as soon as possible.

A snapshot of represented companies at the TR Consumer Forum 2025 date.

We look forward to welcoming you in Amsterdam!

Visit www.TRConsumerForum.com to find out more.

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