Pernod Ricard and Be At One agree deal

Claire Dodd

Claire Dodd

22 April 2016

Pernod Ricard UK has secured a two-year deal as the lead premium spirits and champagne supplier across the Be At One estate, extending the duo’s 10-year partnership.

Be At One was founded in 1998 by Steve Locke, Leigh Miller and Rhys Oldfield; three bartenders who met whilst working together at TGI Friday’s in London in the 1990s. The group currently has over 30 bars.

Steve Locke, co-founder of Be At One, said: 'There is clear alignment between our brands and ethos, with a focus on great drinks, great experiences and, above all, great cocktail making.

'As Be At One continues to expand, our strategic partnership will see us roll out a host of new initiatives for our guests to enjoy throughout 2016, kicking off with our 18th birthday in May.'

According to figures from CGA to 26 December 2015, Pernod Ricard’s brands – which include Absolut Vodka, Havana Club, Beefeater Gin, Olmeca Tequila and G.H. Mumm champagne – represent five of the top 15 fastest growing on-trade brands overall.

Mark Makin, customer marketing controller for the on-trade at Pernod Ricard UK, said: 'We are proud to be a part of Be At One’s exciting journey and honoured by the 10-year milestone. The next two years will see us build on all the key elements of our partnership including training, drinks development and advancement in digital.'

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