Pernod Ricard partners with Boiler Room on global music festival series

Drinks giant Pernod Ricard has partnered with events group Boiler Room to launch the Boiler Room Festival series in London, the US and South Africa.

The first festival will take place in Copeland Park, Peckham, where four Pernod Ricard brands will collaborate with Boiler Room to host a series of interactive, multimedia exhibitions that “tell the stories behind each festival music pillars,” according to an emailed statement.

Four Pernod Ricard brands will each support one of the core musical genres being showcased at the London Boiler Room Festival: Jazz, supported by Beefeater Gin, Rap, supported by Jameson, Bass, supported by Ballantine’s, and Club, supported by Absolut Vodka.

“From the outset Boiler Room was created to provide a platform for underground talent and to connect music fans around the world to local scenes for authentic shared moments,” Blaise Bellville, Boiler Room’s founder and CEO, said.

“With the Boiler Room Festival, we are creating a shared music moment on our biggest ever stage. It’s the culmination of everything we’ve built up over the best part of a decade, and we’re happy to have found in Pernod Ricard a partner who shares and supports this vision”

Alexandre Ricard, Chairman and CEO of Pernod Ricard, said: “music, like our products, brings people together and creates moments of conviviality. Blaise and I share the same values of sharing and authenticity, and I am very happy about our partnership to work alongside Boiler Room and have consumers get to know our brands at the Boiler Room Festival.”