Boxpark names Pernod Ricard pouring partner

Food and events venue Boxpark has appointed Jameson owner Pernod Ricard UK as its new spirits-pouring partner and brand sponsor.

Pernod Ricard’s portfolio, which includes Absolut vodka, Havana Club rum, Beefeater gin and Jameson Irish whiskey, will now be available to consumers at Boxpark bars across London in Shoreditch, Croydon and Wembley.

French drinks group Pernod Ricard will have pouring rights at all three venues until 2024.

James Bremner, Pernod Ricard UK on-trade channel director, said: “We are delighted to be partnering with Boxpark to offer consumers our range of premium spirits and exciting brand experiences, reflecting Pernod Ricard’s ambition to create moments of conviviality.

“Last year’s Jameson Orange activation at Boxpark Shoreditch was a huge success and it was clear that our approach to collaboration and our values are aligned. We’re looking forward to what we hope will be a long-term partnership as we look to lead the way in cultivating innovative experiences.”

Boxpark and Pernod Ricard will work together to create content and build on relationships with emerging talent, artists and culture partners to provide immersive events, such as weekly DJ sets, live gigs and drinks specials.

The partnership is part of Pernod Ricard’s pledge to invest in ‘promising, aspirational brands’, which it said puts culture, sustainability and people at the core of its business.

Ben McLaughlin, Boxpark chief operating officer, commented: “Through our exciting new house pour selection of premium spirits and [Pernod Ricard’s] support on upcoming activations and events, together we can create memorable moments and immersive experiences for our customers.

“Furthermore, the partnership demonstrates the constant innovation and ever-evolving nature of our business as we aim to put cultural trends and consumer behaviours at the forefront of what we do at Boxpark.”