Ascot Racecourse Announces Pernod Ricard As Official Spirits Supplier

May 8, 2017

Ascot Racecourse has announced that Pernod Ricard UK has been designated the Official Spirits Supplier in a three-year deal.

The premium spirit brand will become the Official Spirits Supplier with immediate effect and will lead with Absolut Vodka, Beefeater London Dry Gin and Chivas Regal Whisky introduced across all bars, restaurants and private boxes at the racecourse, throughout the year.

Other Pernod Ricard UK brands will also be available across the site. Ascot has worked closely with Pernod Ricard UK to create a new Royal Ascot cocktail; The Royal Blush, made with Beefeater London Dry Gin, rhubarb syrup, lemonade, lemon raspberries and cubed ice and served throughout the Royal Meeting.

Pernod Ricard UK will also create a new bespoke gin bar in the Grandstand as well as take over the Bit and Bridle cocktail bar in the King Edward VII Enclosure, year-round and the Stewards House Lawn cocktail bar at 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.”

Juliet Slot, Commercial Director at Ascot, welcomed the new relationship saying: “We are delighted to welcome Pernod RicardUK as an official supplier at Ascot and are excited to see an increased offering of high end spirits for our customers.”