Ascot drinks up with Pernod Ricard UK

Horse racing track strikes three-year deal with new official spirit supplier.

Ascot drinks up with Pernod Ricard UK

Ascot Racecourse has agreed a three-year supply deal with premium spirit brand Pernod Ricard UK.

The brand will be the official spirits supplier to the historic racecourse with immediate effect. Its leading products Absolut Vodka, Beefeater London Dry Gin and Chivas Regal Whisky will be available across all bars, restaurants and private boxes at the Berkshire track throughout the year. 

In addition, Pernod Ricard UK will create a gin bar in the Grandstand at Ascot, and will take over the Bit and Bridle cocktail bar in the King Edward VII Enclosure.

At Ascot’s Royal Meeting it will take over the Stewards House Lawn cocktail bar, while it has also invented a Royal Ascot cocktail called the Royal Blush, which is made with Beefeater London Dry Gin, rhubarb syrup, lemonade, lemon raspberries and cubed ice. 

“We are proud and excited to become the Official Spirits Supplier of Ascot,” said Mark Harris, Pernod Ricard UK’s channel director for on-trade. “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, added: “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.”    

Ascot racecourse holds both jump and flat meetings throughout the year. Its five-day Royal Meeting in June boasts eight Group One races and is one of the most significant social occasions on the international calendar, attended annually by Queen Elizabeth II and other members of the British royal family such as the Prince of Wales.

The most prestigious race held at the course, however, is the King George VI and Queen Elizabeth Stakes run in July. The one mile and four furlongs flat race has a prize pot of UK£1.2 million (US$1.9 million) with the owners of last year’s winner, the Aiden O'Brien-trained Highland Reel, taking home UK£689,027 (US$892,898).