Pernod Ricard UK has joined forces with Academy Music Group to put its portfolio of premium spirits behind the bar of every O2 Academy venue across the country.
The three-year deal will be supported by in-venue visibility and marketing to drive maximum awareness, as well as through merchandise on all bars, including drip mats, ice buckets, branded paper cups, and in-venue digital advertising.
Havana Club is described as the ‘hero brand’ at the centre of the collaboration, but Jameson, Altos, Absolut, Beefeater and Malibu will also be topping the bill at over 20 AMG venues across the UK, including Glasgow, Manchester, Leeds, Birmingham and London’s O2 Academy Brixton and O2 Shepherd’s Bush Empire.
The new tie-up will be promoted with targeted marketing to O2 Academy customers through social media, newsletters, competitions to secure tickets to the ‘hottest gigs’, and bespoke activations at specific venues.
Marketing director for Pernod Ricard UK, Liam Murphy, 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.”
Vice president for AMG’s marketing partnerships, Jay Williamson, added: “We’re very pleased to partner with Pernod Ricard UK and bring some of the world’s most iconic spirits brands to our O2 Academy venues nationwide.
“This collaboration complements the vibrant, social atmosphere we strive to create at every event, offering our guests an enhanced experience. 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.”
