Industry News

Ascot signs spirits partner

England’s Ascot Racecourse has announced Pernod Ricard as its official spirits supplier for a three-year period.

As part of the deal, Pernod Ricard products such as Absolut Vodka, Beefeater London Dry Gin and Chivas Regal Whisky will be sold in bars, restaurants and private boxes at the racecourse on a year-round basis. Other Pernod Ricard brands will be made available across the site.

Pernot Ricard has also teamed up with Ascot to create The Royal Blush, a new cocktail that centres on the racecourse’s showpiece event, Royal Ascot.

The Royal Blush will feature Beefeater London Dry Gin, rhubarb syrup, lemonade, lemon raspberries and cubed ice and will be served throughout this year’s Royal Ascot, which runs from June 20-24.

In addition, Pernod Ricard will create a new bespoke gin bar at Ascot’s grandstand. It will also take over the Bit and Bridle cocktail bar in the King Edward VII Enclosure year-round, and the Stewards House Lawn cocktail bar during Royal Ascot.

Mark Harris, Pernod Ricard UK channel director on-trade, said: “We are proud and excited to become the official spirits supplier of Ascot. Our premium drinks portfolio matches perfectly with the prestigious nature of the Ascot experience. This partnership allows us to jointly meet the demands of the modern consumer by offering truly memorable brand experiences.”