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Pernod Ricard Global Travel Retail (PR GTR) is launching its new ECOGIFT carbon analysis tool. The tool analyzes the carbon footprint of any gift manufactured with purchase (GWP). It joins PR GTR’s first life cycle analysis (LCA) tool for merchandising. Together, the two data-driven innovations can cover all manufactured goods in global travel retail.
As shown, the LCA tool predicts the impact of projects cumulatively over the stages of their life cycle. This means that the LCA tool can help brand owners assess the potential environmental impact of their short- and long-term retail activations. It is now used on 100% of PR GTR’s commercial projects and has resulted in a -48% carbon reduction in the first six months of its implementation.
The LCA tool and the ECOGIFT tool are both part of the principle of “Circular Making” of PR GTR, one of the four pillars of the Pernod Ricard group’s global strategy. “Good times from a good place” Sustainability and responsibility strategy (see graphs below). The goal is to reduce the carbon footprint and minimize waste.
Bespoke ECOGIFT tool launched in partnership with certified sustainable design consultancy B Corp PIE factory. The tool assesses the full life cycle of a GWP from raw material sourcing, manufacturing, energy consumption, packaging, transport and end-of-life recycling. It integrates all information into a traffic light scoring system that offers simple and easy-to-interpret results.
The analysis provides brand owners with objective data and information to see if proposed GWPs meet certain sustainability standards. Information is broken down into each stage of the product lifecycle and suggests improvements where they are most relevant.
The PR GTR team tested the ECOGIFT tool on a rolling bag, achieving a -34% reduction in carbon footprint. Using this tool, the PR GTR team changed from a rigid roller bag to a PET roller bag by replacing raw materials with recycled plastic bottles.
Each cart is made up of 12 50cl bottles, all purchased from GRS Global Recycle Certificate certified suppliers. Using the tool also allowed the PR GTR team to make logistical improvements. This includes eliminating single-use plastic bags and reducing the number of shipping crates used.
The rolling bags and foldable weekender bags, initially launched under the Royal Salute brand, will be launched with JTO Duty Free in Jeju Island, South Korea. It will be rolled out to other markets throughout the year.
The launch of the ECOGIFT tool responds to growing consumer demand for transparency and sustainability. A recent mindset study found that eight in ten travelers say they are concerned about sustainability, with participants ranking sustainability as the third most popular purchase driver in the alcohol category.
Commenting on the spirits company’s drive to adopt greener practices, Mohit Lal, Chairman and CEO of Pernod Ricard Global Travel Retail, said: “We are proud to continuously push forward with new innovations. who support our ambition to lead the sustainable transformation of the canal. We know that consumers are increasingly aware of their carbon footprint and the impact of their buying behavior and decisions.
“This is perhaps even more acute in the context of travel retail, given the rise of ‘planet-first’ destination choice and the search for meaningful travel experiences,” added Lal. “Technology has a key role to play in ensuring that sustainability is truly embedded in the business and innovation process. If you can’t measure it, you can’t manage it.
Simon Evans, PIE Factory’s Director of Sustainability, added: “At PIE Factory, we live to drive sustainable design. It was an exciting challenge to partner with Pernod Ricard to create a tool that will promote circular manufacturing and bring about environmental improvement through life cycle thinking.
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