Pernod Ricard GTR reaffirms circular goals as LCA tool reveals progress

By Luke Barras-hill |

PR GTR has demonstrated best-practice sustainability examples in Singapore and Amsterdam this year.

Pernod Ricard Global Travel Retail (PR GTR) has pointed to several eco-driven activations that it has executed successfully in 2023, as it underscores its commitment to sustainable and responsible transformation in DF&TR.

In July, PR GTR re-launched its Golden Beacon retail space in partnership with Gebr. Heinemann and Schiphol Airport Retail (see below video).

The multi-brand activation space sets itself apart with a fully modular store design – an industry first – that echoes its ‘Future of Retail’ design strategy and focuses on two pillars: modularity and digitalisation.

The circular approach is tied to the French drinks maker’s ‘Good Times from a Good Place’ Sustainability & Responsibility (S&R) 2030 roadmap, informed by the Lifecycle Analysis (LCA) tool, which launched in 2021.

Golden Beacon: 76% reduction in carbon footprint 

“The project has achieved a carbon footprint reduction of 76%, while conserving an estimated 1.2 tonnes of natural resource build materials across its three-year lifespan,” said Daniel Worboys, Retail Design Director, Pernod Ricard Global Travel Retail.

“Amsterdam Golden Beacon offers a prime example of an elevated store design, which incorporates unique instore retail experiences whilst still meeting our ambitious sustainability standards.”

At last year’s TFWA World Exhibition in Cannes and at the TFWA Asia Pacific Exhibition in 2023, PRGTR produced its booths with zero waste to landfill or incineration and using sustainable materials (responsibly sourced, separable and removable).

The total carbon was tracked using the LCA tool to capture the lifecycle carbon from logistics, production, electricity use at the TFWA events and embodied carbon of the materials.

“PR GTR has led the industry in moving to eco-design as a standard practice for developing merchandising and point-of-sale materials, by launching an industry-first LCA tool to guide all new retail projects,” explained Worboys.

“This custom-built innovative LCA tool allows assessing the environmental implications of all design aspects of merchandising units (like wall-bays, gondolas, and boutiques) including supplier’s choice, material selection, modularity, power consumption, logistics arrangements, end-of-life material destination and overall lifecycle carbon footprint. This empowers PR GTR to accurately track data, set targets, and publicly report on the impact and improvement of retail projects.”

Circular making

The booths were a continuation of the PR GTR’s S&R Circular Making strategy, implemented across 100% of its retail projects.

Since the launch of the strategy, PR GTR says it has delivered a 48% reduction in CO2 and tracked over 700 LCA reports across two fiscal years.

Both booths have been constructed to be adaptable to future TFWA events, says PRGTR.

Among the company’s sustainability goals is to reduce by 50% the intensity of its overall carbon footprint by 2030 as it follows a net zero by 2050 trajectory.

The Absolut Vodka and Jameson maker says one of its sustainability goals is to reduce by 50% the intensity of its overall carbon footprint by 2030 as it follows a net zero by 2050 trajectory.

The aforementioned Good Times from a Good Place Sustainability & Responsibility (S&R) roadmap, launched in 2019, is closely tied to the United Nations 17 Sustainable Development Goals (SDGs) and is aligned to the 2030 timescale.

The Créateurs de Convivialité’s ‘grain to glass’ business activities centre around four pillars: Nurturing Terroir, Valuing People, Circular Making and Responsible Hosting.

Each is based on targets that drive innovation, distinguish its brands and attract talent.

The S&R strategy is subject to measurement indicators and progress reports.

PRGTR is a Gold Sponsor of Travel Retail Sustainability Week (4-8 September). Stay up to date on the action-packed agenda by visiting TRBusiness.com or click here.

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