Asahi’s landmark venue deal

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

The landmark deal with ASM Global covers nine venues across the country, with a combined annual visitor numbers of roughly 5.2 million patrons and an annual non-alcoholic drink consumption of approximately 1.5 million drinks.

The venues include: Qudos Bank Arena, Brisbane Entertainment Centre, RAC Arena, International Convention Centre Sydney, Brisbane Convention and Exhibition Centre, Aware Super Theatre, Newcastle Entertainment Centre, Cairns Convention Centre, and Darwin Convention Centre.

Nigel Parsons, CEO of Asahi, said they are thrilled to be partnering with ASM Global, which is among the world’s leading venue management companies and producers of live events 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.”

Visitors to the venues will now be able to enjoy Asahi’s most popular drink brands such as Pepsi Max, Schweppes, Solo, Cool Ridge Water, and Lipton Iced Tea.

Don Elford, Director of Global Partnerships at ASM Global APAC, said the move to Asahi products was a ‘win win’ value proposition for both parties.

“When brokering the deal, ASM Global Partnerships put the patron and fan experience first and foremost. Asahi proved they can enhance the fan experience through quality products, healthy choices, sustainability and reliable supply and service. ASM Global will deliver Asahi a unique, discerning audience that will embrace quality offerings while enjoying events they are very passionate about.”

Harvey Lister AM, Chairman and Chief Executive of ASM Global APAC, said they continue to seek out new ways to service their patrons and owners.

“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.”

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