Pernod Ricard brings London music history to festival

Pernod Ricard's Beefeater gin brand has launched an immersive "Underground of Sound" experience at the Luno presents All Points East music festival in London. The event, which is expected to draw approximately 40,000 festival-goers, aims to bring London's music history to life through a simulated tube journey.

The experience replicates a traditional London Underground carriage, offering attendees Beefeater cocktails and gin & tonics. It takes visitors on a journey through different eras of London's music scene, with a DJ playing via silent disco headphones to enhance the atmosphere. The activation will run for the duration of the festival, concluding on August 28.

Liam Murphy, Brand Director for Pernod Ricard UK, described the event as one of the largest festival activations Beefeater has ever commissioned in the UK. "Luno presents All Points East is the perfect place to celebrate The Spirit of London, as it brings together such a diverse mix of talent and festival-goers with such a great energy," Murphy stated.

Beefeater collaborated with Mixmag, production specialists Magic Number, and experiential agency Bearded Kitten for the design of the experience. Prizes, including VIP tours of the Beefeater distillery, will be offered to those who share their experiences on social media.