Pernod Ricard and Boiler Room Announce Festival Partnership

Pernod Ricard and global music and culture brand Boiler Room have partnered to launch the Boiler Room Festival series. London will host the inaugural event, with subsequent festivals planned for Los Angeles and Johannesburg.

The collaboration aims to celebrate and embody Pernod Ricard's "Créateurs de Convivialité" vision, which focuses on uniting people through authentic, shared moments. This marks the first public collaboration between Pernod Ricard brands and Boiler Room to bring this vision to life.

At the London festival, four Pernod Ricard brands will support distinct music genres: Beefeater Gin will champion jazz, Jameson will back rap, Ballantine's will support bass music, and Absolut Vodka will represent club music. Held at Copeland Park, the festival will feature interactive exhibitions detailing the stories behind the music genres and their associated communities.

Boiler Room Founder and CEO Blaise Bellville highlighted the festival's role in providing a platform for emerging talent and connecting music fans. Pernod Ricard Chairman and CEO Alexandre Ricard noted that music, like the company's products, brings people together and creates moments of conviviality. Both leaders share values of togetherness and authenticity.