Pernod Ricard GTR raises the bar: Inside Julie Foley’s digital vision for retail excellence

Pernod Ricard Global Travel Retail is redefining how liquor is experienced in airports, pairing physical design with human engagement and digital tools that empower both staff and travelers. Global Travel Retail Magazine recently spoke with Julie Foley, Head of Retail Excellence (REX) at Pernod Ricard GTR, who leads the team tasked with ensuring store environments and staff capabilities evolve together.

“REX started as purely retail design, but now it’s about both spaces and people,” Foley explains. “We can create stunning airport environments, but if they don’t support the people selling to travelers and understanding their needs, it’s just a museum.”

An odyssey of taste

Foley stresses that giving travelers a reason to look up from their devices matters more than ever. And if they stay on their phone, digital should act as a tool, not the destination. “We’re saturated with screens, especially in airports. If we leverage digital, it needs to bring human connection back, not become a barrier.”

At Cannes, Pernod Ricard GTR unveiled Taste Odyssey, a first-of-its-kind tasting app available only in travel retail. The app guides brand consultants and consumers through a slower, more sensory-focused experience. “You’ve probably seen airport tastings. You try liquid in a paper cup and walk away. There’s not much human connection,” she notes.

With Taste Odyssey, travelers move through an “edutainment” journey on their device, learning how to taste the liquid, read the palate, nose it, and interpret its color. The app also ensures global consistency and helps new consultants build confidence. “If you get someone new, it takes time to build knowledge,” Foley explains. “It levels the playing field in terms of expertise.”

Taste Odyssey will debut in Dubai, first with malts and later with cognac – a key category for Pernod Ricard in Asia – before rolling out more broadly.

Foley stresses that the Taste Odyssey experience doesn’t end at the airport. “Oftentimes, experiences exist only within the four walls of GTR and then disappear. We wanted something travelers can use at home with friends and family.”

The data advantage

After Taste Odyssey's guided steps on color, aroma and flavor, users compare their impressions with aggregated data from others, sparking natural conversation. “Instead of the consultant acting as the sole expert, travelers can see, for example, that 60% of others picked up a caramel note,” she says. “It opens the door for a more personal, natural interaction.”

Taste Odyssey captures these tasting notes, preferences, flavor interpretations and ratings. “We can measure data and understand what customers actually feel about the product,” Foley adds. “It helps us focus on what people taste and enjoy rather than make assumptions.”

The app also works in markets where sampling is restricted. “There are places where we can’t do liquid-on-lips tastings, but we can still use the app,” she notes. The ability to anonymize responses also ensures compliance in regions with strict data rules while maintaining a pulse on traveler preferences.

Training for a digital era

Digital innovation also supports staff development. Pernod Ricard GTR’s consultants face a large portfolio and a diverse, global traveler base. “Learning everything is overwhelming. We have over 200 SKUs,” shares Foley.

To support them, the company created Casky, an AI-enabled agent within its Up and Up training platform. Functioning similarly to ChatGPT, Casky provides quick explanations or detailed guidance in multiple languages. “It helps consultants feel confident, knowledgeable and authoritative with AI support,” she says. “It doesn’t replace human connection; rather, it empowers it.”

Up and Up now also includes The Drop, a social learning feature where consultants worldwide can post observations, product insights or consumer interactions, forming a peer-driven knowledge system. “It brings the consultant community together and generates masses of content,” Foley adds.

Toward borderless experiences

While airports, traveler profiles, and cultural contexts differ, the principle remains the same. “We’re in the experience economy,” Foley explains. “So many cultures pass through airport spaces, and the one thing that connects us all is human interaction.”

With online shopping ubiquitous, convenience is no longer the key differentiator in GTR. “So what else can you bring?” she asks. “How do you create experiences that are memorable, lasting, and loyalty-building?”

Foley’s goal is to design interactions that benefit both travelers and brand consultants while giving Pernod Ricard GTR an edge in a competitive market. “Spaces and people have to come together,” she says. “It’s about using digital tools to amplify human ability.” She speaks from firsthand experience. “I’ve been on the shop floor myself,” she says. “I understand how consumers think and where digital can help or get in the way.”

Foley concludes with excitement for the road ahead. “It’s a great place to be,” she says. “We’re on a journey with experiences.”