When Pernod Ricard and AEG announced the renewal of their long-standing partnership this month, it wasn’t just another press release buried in a sea of corporate news. It was an invitation to experience the spirit of the collaboration firsthand. Literally.
I had the pleasure of joining Pernod Ricard and AEG for a private event at the newly reimagined Crypto.com Arena, celebrating not only the partnership’s expansion but the art of elevated fan experiences. From behind-the-scenes tours to suite-side hockey, the evening offered an unforgettable glimpse into how two industry leaders are shaping the future of live entertainment—and what that future tastes like.
The night began with a private tour of Crypto.com Arena. The recent renovations blend cutting-edge design with the arena’s iconic history, creating a more open, connected, and vibrant atmosphere. It was the perfect backdrop for showcasing Pernod Ricard’s premium spirit offerings.
From martinis to margaritas, the perfect lineup of cocktails to sip while cheering on the LA Kings at Crypto.com Arena.
After the tour, guests were treated to a private LA Kings suite experience featuring a curated cocktail and sushi pairing. This wasn’t your typical game day snack. Each Pernod Ricard brand brought a distinct flavor to the evening. The Absolut Espresso Martini was rich, smooth, and dangerously easy to sip. Made with fresh espresso, Absolut vodka, and Kahlúa, it delivered a velvety texture and robust flavor that stood out among the offerings. This cocktail was my personal favorite of the night. Interestingly, it’s also been featured as the signature drink on Sabrina Carpenter’s Short n’ Sweet Tour, where it gained popularity among fans. The collaboration between Absolut, Kahlúa, and Sabrina Carpenter even led to a limited-edition cocktail kit, allowing fans to recreate the experience at home .
The Codi-Goal Margarita, crafted with Código 1530 Tequila, delivered a crisp, refreshing punch that paired perfectly with the excitement of the game. The Irish Paloma, using Jameson Irish Whiskey, was a bright and slightly sweet twist on the classic, while the Nutty Russian, made with Skrewball Peanut Butter Whiskey, closed the tasting on a decadent, dessert-like note.
These carefully crafted cocktails were paired with fresh nigiri, spicy tuna rolls, and other elegant bites, creating an experience that felt effortlessly luxurious. It was clear that Pernod Ricard’s goal is not simply to sponsor events, but to transform them into unforgettable moments.
Savoring the night with Código 1530 Tequila.
At the end of the evening, guests were gifted a bottle of Código 1530 Tequila. Known for its traditional production methods and clean, authentic profile, Código served as a fitting symbol for the evening: a blend of heritage, quality, and innovation.
For those unfamiliar, Pernod Ricard is one of the world’s leading spirits and wine companies, behind iconic names like Absolut, Jameson, Malibu, Perrier-Jouët, and Código 1530. Their mission centers around creating moments of conviviality and promoting responsible enjoyment. Meanwhile, AEG is the global powerhouse in sports and live entertainment, operating venues like Crypto.com Arena, managing teams like the LA Kings and LA Galaxy, and producing world-renowned festivals like Coachella. Together, they bring the best of spirits, music, and sports to millions of fans every year.
With major events like the 2026 FIFA World Cup and the 2028 Olympics on the horizon, this partnership is about much more than sponsorships. It is about redefining how brands connect with fans—creating experiences that stay with you long after the final buzzer. If this night was any indication, Pernod Ricard and AEG are not just raising glasses. They are raising expectations. For more information about Pernod Ricard, visit: pernod-ricard.com. More information about AEG can be found at aegworldwide.com.
