January 22 2024  |  Retailers

Pernod Ricard and Avolta join forces in Absolut installation at Stockholm’s Arlanda Airport

By Hibah Noor

Absolut finds a permanent space at Stockholm’s Arlanda Airport

Pernod Ricard Global Travel Retail (GTR) and Avolta have introduced a permanent Absolut installation in the brand’s home of Stockholm at Arlanda Airport.

According to the partners, the fully modular Terminal 5 Departures space, “is set to bring a new perspective to in-airport brand experiences, whilst shining a spotlight on the brand’s long-term commitments in sustainability and responsibility”.

Pernod Ricard GTR noted that every bottle of Absolut comes from one source in Sweden, distilled with over 500 years of vodka-making tradition and craft, and the location of this new experience pays tribute to both its spiritual and physical home. The retail space blends tradition and innovation to engage travelers who can learn about the brand’s commitments to sustainability and the unrivalled quality of this community-made vodka.

The activation incorporates cutting-edge technology, featuring a prominent bottle silhouette LCD screen that delivers an interactive brand journey, incorporating details on Absolut’s roadmap to carbon neutrality, the brand’s sustainable wheat journey and more. It also highlights the brand’s efforts to support numerous communities, such as the Absolut Ally initiative and the implementation of a Safe Spaces program collaborating with bars to create welcoming environments for the LGBTQIA+ community.

As Absolut continues to develop its comprehensive portfolio and offer more choice to consumers, the modular design is totally adaptable, and can accommodate a variety of product launches or events, but always creating an engaging and fully immersive experience for travelling shoppers.

Antonio Duva, EMEA General Manager Travel Retail EMEA, Pacific and Global at Pernod Ricard, said, “We are thrilled to partner with Avolta to unveil the Absolut Experience in Stockholm; a unique installation which reflects our commitment to both sustainability and quality. We're eager to welcome travelers to the new space and encourage them to learn more about the brand’s story as it continues to evolve, sustainably.”

David de Miguel, Global Head of Liquor at Avolta, added, “Very pleased to unveil this fusion of future and heritage; we proudly present this iconic installation in partnership with Absolut Vodka that resonates ‘sense of place’ for our Stockholm store. We thank our valued partners at Pernod Ricard for joining us here in our commitment to make travelers happier, and look forward to welcoming passengers to visit the space for themselves.”

Not only will the experience focus on educating consumers around the brand’s sustainability credentials, it will also “live and breathe this ethos with its eco-conscious design and materials”. Using its award-winning LCA tool and more sustainable materials, Pernod Ricard GTR was able to reduce carbon emissions of the installation by an impressive 25% compared with methods and materials used before the LCA tool was introduced in 2021. In addition, the permanent furniture was created from 66% responsibly sourced materials, including FSC certified timber.

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