Asahi secures partnership with major entertainment venues

Asahi Lifestyle Beverages has signed a five-year partnership to exclusively supply non-alcoholic drinks to some of Australia’s biggest entertainment venues.

The deal with ASM Global includes nine Australian venues with combined annual visitor numbers of approximately 5.2 million patrons and an annual non-alcoholic drink consumption of 1.5 million drinks. The Asahi drink brands now available at the venues include Pepsi Max, Solo, Schweppes, Lipton Iced Tea and Cool Ridge Water.

Nigel Parsons, Asahi CEO, said the company was thrilled to partner with ASM Global, a management company covering 350 venues worldwide.

“We’re looking forward to partnering with ASM Global to ensure our great brands are enjoyed in some of Australia’s most iconic venues and to further enhance the consumer experience,” Parsons said.

The Chairman and Chief Executive of ASM Global APAC, Harvey Lister AM, welcomed the partnership and said, “We continue to seek out new ways to service our loyal patrons and owners, and this partnership enriches visitor and guest experiences and provides more choice of product at our venues. It is in step with a strengthening trend in Australia and aligns with ASM Global’s own policies regarding the health and safety of fans and visitors to our many venues across Australia.”

Don Elford, Director of Global Partnerships at ASM, described the partnership as a win-win value proposition for both parties and said Asahi can enhance the fan experience at these venues, while ASM can deliver Asahi a “unique and discerning” audience.

The venues include:

• Qudos Bank Arena, Sydney
• Brisbane Entertainment Centre
• RAC Arena, Perth
• International Convention Centre Sydney
• Brisbane Convention & Exhibition Centre
• Aware Super Theatre, Sydney
• Newcastle Entertainment Centre
• Cairns Convention Centre
• Darwin Convention Centre

Image credit: iStock.com/petrenkod