International drinks giant Pernod Ricard has teamed up with Boiler Room, the global online music broadcasting platform, to launch the Boiler Room Festival.
The Festival is initially to arrive in London, before moving to other continents, featuring in Los Angeles and Johannesburg.
The move marks the first time the two groups have collaborated, which they have done now in line with Pernod Ricard’s company vision of “Créateurs de Convivialité,” centred on uniting people around authentic, shared moments.
Moments Of Conviviality
“Music, like our products, brings people together and creates moments of conviviality,” said Alexandre Ricard, Chairman and CEO of Pernod Ricard.
“Blaise [Bellville] 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.”
Pernod Ricard and its brands will collaborate with Boiler Room to host a series of interactive, multimedia exhibitions that tell the stories behind each festival music pillar, and of the communities at the heart of them.
Four of the leading Pernod Ricard brands will each support one of the core musical pillars of 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, Founder and CEO of Boiler Room, added.
“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.”
© 2019 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click sign-up to subscribe to Checkout.