Asahi agrees partnership to supply non-alcoholic drinks to ASM Global’s Australian venues

January 16, 2023

Global drinks brand Asahi Lifestyle Beverages has signed a landmark five-year partnership with ASM Global APAC to exclusively supply non-alcoholic drinks to some of the biggest entertainment venues in Australia.

The landmark deal includes nine of the Australian venues managed by ASM Global APAC - with combined annual visitor numbers of more than 5.2 million patrons and annual non-alcoholic drink consumption of in excess of 1.5 million drinks.

Visitors to the venues can now enjoy Asahi Lifestyle Beverages’ most popular drinks brands, including Pepsi Max, Solo, Schweppes, Lipton Iced Tea and Cool Ridge Water.

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

Advising that the Japanese-founded company was thrilled to be partnering with ASM Global,

Asahi Lifestyle Beverages Chief Executive, Nigel Parsons stated “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.”

Welcomed the landmark partnership, ASM Global APAC Chairman and Chief Executive, Harvey Lister noted “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.”

Describing the move to Asahi products as a ‘win win’ value proposition for both parties,

ASM Global APAC Director of Global Partnerships, Don Elford added “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.”

Image: Perth's RAC Arena.

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