Pernod Ricard has lined up a partnership for its Beefeater 24 gin brand with the Design Museum in London.

The collaboration, launched yesterday (3 June), will see the brand sponsor 'Super Contemporary', an exhibition which looks at the city of London in the past, present and future.

"Supporting Super Contemporary is a fantastic opportunity to engage a design savvy audience with Beefeater 24," said Nick Blacknell, brand director for Beefeater Gin. "The Design Museum is a highly reputable platform from which to highlight Beefeater's strong link to London."

Beefeater 24, which launched late last year, will support Super Contemporary with a programme of events that will take place at locations along the River Thames, in London. This will include late night openings at the Design Museum, events at the Beefeater Distillery in south London and live talks with key designers.

During the summer, Beefeater 24 will also link up with thelondonpaper, the free London evening paper, with advertising and promotions and by sponsoring a 'London - 24 Hours in Pictures' feature.

The exhibition runs until 4 October.