Pernod Ricard Global Travel Retail (PRGTR) has unveiled a new activation concept ‘New Time Zone, Same Cocktail Hour’, showcasing its wide portfolio of white spirits brands. Launched globally back in June 2023, travellers are able to experience the activation in key travel hubs including Sydney, Heathrow and New York airports.

Targeted towards the Millennial and Gen-Z shoppers, who enjoy exploring new brands and product offerings, the ‘New Time Zone, Same Cocktail Hour’ pop ups have been driven by the ever-growing trend for at-home cocktail occasions.

Within the pop-up spaces, travellers will be able to shop and discover brand favourites in the white spirits category, including Absolut (Championing quality mixed drinks for all), Malibu (The spirit of summer), Beefeater (the Worlds most awarded Gin), Havana Club (the Original Cuban rum) and Jameson (Building moments of connection one sip at a time).

Through bold, colourful design, the activation spaces aim to create an emotive connection with travellers, inviting them to discover and explore the wide range of white spirits alongside easy to replicate serve suggestions. Additionally, whilst exploring, shoppers will have the opportunity to play a ‘spin the wheel’ style game to discover their perfect cocktail and take home a cocktail recipe specific to their choice of white spirit, in a fun luggage tag inspired design.


Lisa McCann, Group Brand Director at Pernod Ricard Global Travel Retail comments on the launch of the activation: “We are thrilled to be launching the ‘New Time Zone, Same Cocktail Hour’ white spirits platform for young travellers globally. The name and concept aims to bring to life the fact that although the time zone you are heading to or from may change, the certainty of a cocktail hour doesn’t.

“We know that Millennial and Gen Z consumers are always looking for original ways to explore white spirits and discover innovative and exciting ways to drink well-loved brands like Absolut, Havana Club and Malfy . The platform is the perfect place for white spirits shoppers to get inspiration and discover new brands through easy to replicate cocktail recipes, which they can enjoy during their trip, wherever the end destination may be.”

Travelling shoppers will be able to experience the ‘New Time Zone, Same Cocktail Hour’ activation in key airports globally.