Pernod supplies spirits to O2 music venues
The UK division of Pernod Ricard has signed a three-year partnership with Academy Music Group (AMG) to offer its spirits portfolio at O2 Academy venues nationwide.
AMG has more than 20 venues in the UK, including in Manchester, Leeds, Birmingham and in London with 02 Academy Brixton and O2 Shepherd’s Bush Empire, among others.
Pernod’s portfolio of spirits – including Havana Club, Absolut, Beefeater, Malibu, Altos and Jameson – will be behind the bar of every O2 Academy venue in the UK.
Rum brand Havana Club will lead the partnership, which will also be supported by in-venue visibility and advertising, as well as merchandise such as drip mats, ice buckets and branded paper cups.
Pernod Ricard UK’s marketing director Liam Murphy, who moved to the position in early September, said: “Our partnership with O2 Academy venues will allow us to be at the heart of music experiences, with each venue providing the perfect environment for consumers to connect, something that aligns with our values at Pernod Ricard UK.
“We want to ensure that everyone enjoying the excitement of a night out with their friends or family get the opportunity to experience one of our premium brands.”
The partnership will run through to 2027.
“This collaboration complements the vibrant, social atmosphere we strive to create at every event, offering our guests an enhanced experience,” added Jay Williamson, vice-president marketing partnerships.
“Whether they attend to see their favourite band or discover new artists, we’re excited to give them a premium drink to match the unforgettable live music moments we’re proud to host.”
Away from the UK, Pernod Ricard has also recently launched a campaign targeting safe nights out in North America.
In Asia, meanwhile, the company’s Indian arm broke ground on its forthcoming distillery and maturation facility in Nagpur.
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