Additionally, with a strong focus on sustainability, Amsterdam Golden Beacon aims to minimize its environmental footprint. The multi-brand activation space represents Pernod Ricard's Future of Retail design strategy and focuses specifically on two design pillars: modularity and digitalization. These are underpinned by its Circular Making principles, which are aligned to Pernod Ricard's Good Times from a Good Place 2030 roadmap and informed by its award-winning Life Cycle Analysis tool.