Airport tasting app turns fleeting moments into lasting experiences

Pernod Ricard has launched Taste Odyssey, a digital platform designed to turn airport tasting sessions into interactive, personalized experiences—challenging the assumption that travelers lack time for immersive retail. The initiative, now nominated for Digital Team of the Year at this year’s RG Excellence Awards, blends sensory discovery with generative art, creating a shareable record of each visitor’s flavor journey.

The platform guides users through a structured tasting process, capturing their notes and translating them into custom visuals. Unlike traditional tastings that end with a verbal recommendation, Taste Odyssey turns feedback into generative artwork, adding a social layer where travelers can compare their impressions with others. This approach aligns with shifting consumer expectations, where experiential retail, especially in high-pressure environments like airports, must deliver both engagement and utility.

Julie Haché, Pernod Ricard’s retail experience manager, emphasizes that digital tools enhance rather than replace human interaction. The platform supports brand ambassadors by providing a structured framework for tastings, while still allowing for organic conversation. “Both through the facilitated experience and connection that occurs between the staff and shopper and the sentiment shared while engaging senses and discovering taste flavours, nosing and more,” she explains.

The results so far suggest travelers are willing to invest time in well-designed experiences. Taste Odyssey has achieved an average dwell time of 14 minutes and a drop-off rate of less than 1 per cent. This success reflects a broader retail strategy focused on share of time rather than just share of wallet, offering travelers a pre-departure moment that feels meaningful.

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Airport arrivals have also changed, with more passengers now checking in earlier to reduce stress. This trend creates opportunities for brands to position themselves as part of the travel journey, not just a transactional stop. Taste Odyssey meets this demand by making tastings accessible without requiring expert-level palate skills. “Tasting is something you build over time, like food. The more you taste, the more you will develop your sense of taste and the different aromas to enjoy,” she explains. “Tasting is not about discerning all the notes of a spirit perfectly. It is rather to practise discovering a new note flavour each time.”

The platform also redefines the role of retail staff. By providing a digital backbone for tastings, it enables ambassadors to focus on storytelling and palate development rather than logistical hurdles. Pernod Ricard is developing an in-house tool that will allow customers to explore questions during a tasting in a more conversational and expert-led way. “Our vision is to bring the expert panel to clients, where you can explore and learn as if you had a blending or brand ambassador team sitting right next to you,” she says. “It is about leveraging the power of digital to connect human expertise.”

The RG Excellence Awards will take place on October 14, 2026, with Pernod Ricard competing against brands like LeMeiux, Argos, and Lush in the Digital Team of the Year category. The initiative highlights a broader industry shift toward blending technology with human-centered experiences, proving that retail engagement can thrive beyond transactional interactions.