Pernod Ricard UK, owners of Beefeater, Beefeater 24 and Plymouth Gin and other leading brands, confirmed today that it has become a Corporate Patron of the Saatchi Gallery. This sponsorship enables Pernod Ricard UK to showcase its premium status, its brands and its activities in a prestigious, creative environment. The Saatchi Gallery, situated in the heart of London’s Chelsea, is an innovative forum for contemporary art, presenting work by largely unseen artists.

As part of the collaboration, Absolut will support the ‘New Sensations Prize’, which finds and supports the most imaginative and talented artists graduating in the UK. Absolut will also be credited as a partner along with Channel 4, who will produce and air four short films about the finalists.

The partnership will give Pernod Ricard UK the opportunity to sponsor exhibition openings and host branded events in the Gallery, as well as pouring rights for Absolut, Beefeater, Havana Club and Martell in the Gallery restaurant, bar and café.

“We are delighted with our new association with the Saatchi Gallery,” says Denis O’Flynn, Managing Director of Pernod Ricard UK. “The sponsorship reflects the premium nature of Pernod Ricard UK’s wine and spirits portfolio and Absolut vodka’s creative energy. It is aligned with the Group’s Corporate Social Responsibility strategy in supporting the arts and gives our corporate name and our brands exposure across a high profile stakeholder base.”

“We are thrilled to have Pernod Ricard UK on board as Corporate Patrons. Its premium portfolio and offerings will be a great asset to the Gallery. Pernod Ricard UK is clearly embracing new art, and their support will help us showcase emerging talent and bring it to a wider audience,” says Nigel Hurst, Chief Executive of the Saatchi Gallery.

The partnership supports Pernod Ricard’s historic commitment to supporting arts, which includes long standing associations with the George Pompidou Centre and the Quai Branly museum in Paris.