Global Travel Retail
The Global Travel Retail (GTR) market faced significant headwinds, most notably the suspension of Cognac sales in China Duty Free related to the anti-dumping measures introduced by China’s Ministry of Commerce in October 2024. Pernod Ricard GTR responded by refocusing on Prestige whiskies in China and re-deploying its marketing activity for Martell outside of China, targeting Cognac consumers in key tourist destinations.
Whilst adapting to a new trading landscape, GTR fulfilled its role of enhancing brand equity across its Prestige portfolio; driving borderless journeys for key traveller nationalities; delivering innovation from key brands and platforms whilst seeding and accelerating newly acquired brands.
Martell Noblige Noir captures hearts and minds across Asia
Designed to expand the Noblige franchise and created exclusively for travellers, Martell Noblige Noir attracted the attention of global travellers with its full-throttle marketing campaign - reaching over 7 million - and the promise of an “enigmatic dark blend and charred wood finish”. Redefining luxury Cognac experiences for discerning consumers, the launch attracted great acclaim from the trade press, including two gold medals from the inaugural TREX Awards.
Singapore Changi Airport celebrates The Glenlivet 200-year milestone
Rounding off its commemoration of 200 years of whisky craftmanship, Pernod Ricard Global Travel Retail spotlighted The Glenlivet 40 Year Old and 55 Year Old first edition of The Glenlivet Eternal Collection through a captivating display at one of the world’s busiest international airports; Singapore, Changi.
The unique Changi 1st experience reflected the ongoing commitment by Changi Airport Group, Pernod Ricard and Lotte Duty Free to innovate and grow the Single Malts category and delight travellers by taking their shopping experience to the next level.
CÓDIGO 1530 SHARES ITS SECRET WITH TRAVELLERS AT JFK AIRPORT
Duty Free offers a unique space for dwell time and discovery for affluent consumers seeking premium and exclusive experiences. The Global Travel Retail launch of Código 1530 at JFK’s Terminal 4 last summer seized this opportunity to the full. Staged in one of the world’s most important terminals in one of the fastest-growing agave markets, the vibrant pop-up event offered travellers an authentic taste of Mexico’s heritage in a discovery-friendly setting. Partnering with DFS Group, the activation offered guided tastings and limited-edition gifts, supported by prominent in-terminal digital displays.