Crafted Journeys: Exploring Culture Through Spirits Tourism with Pernod Ricard

Update: 2025-07-02

Description

Laura Sileo Pavat, Global Head of Brand Homes at Pernod Ricard, returns to Travel Trends to explore how spirit tourism is transforming cultural connections across the globe.

With over 35 brand homes spanning four continents, Pernod Ricard has reimagined these spaces as immersive destinations that tell authentic stories and forge lasting emotional bonds. From the award-winning Jameson Distillery in Dublin to the architecturally striking Rabbit Hole in Louisville's arts district, these experiences highlight a new way for travelers to engage with places and their narratives.

The discussion takes us to extraordinary locations like Scapa Distillery in Scotland's remote Orkney Islands, where a boat shelter-inspired building overlooks historic waters, and TX Whiskey Ranch in Fort Worth, which evolves from a working distillery by day to a vibrant community hub by night, hosting everything from live country music to yoga sessions. Laura reveals how these brand homes foster genuine connections with local communities through collaborations with regional artisans, musicians, and chefs—such as TX Whiskey’s bottle caps made from recycled cowboy boot leather or locally-crafted goods at Casa Altos in Mexico.

Perhaps most intriguing is how spirit tourism addresses overtourism by guiding travelers to lesser-known destinations while driving economic growth for local communities.

Whether you're a travel advisor seeking distinctive client experiences, a destination marketer focused on sustainable tourism, or a curious traveler craving meaningful connections, this conversation offers a fresh perspective on how spirit tourism is reshaping the travel industry.

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🔥 Season 5 Title Sponsors: TravelAI, Stay22, Propellic, Flight Centre, Collette, Flywire, Traveltek and Protect Group