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Live Nation Australia announces partnership with Asahi Beverages

Live Nation Australia announces partnership with Asahi Beverages
March 8, 2023

Live Nation Australia has today announced its exclusive partnership with leading drinks company Asahi Beverages - bringing some of Australia's most loved drinks to music fans at concerts and music festivals.

The exclusive partnership between the leading live entertainment company and Asahi Beverages, sees the beverages supplier become Live Nation Australia’s first beer and cider partner across concerts as well as becoming the exclusive supplier of soft drinks brands including Pepsi, Solo and Schweppes to Live Nation festivals.

Since launching, the multi-year partnership has seen live entertainment fans enjoy a range of Asahi Beverages beers and ciders, including Carlton Dry, Balter, GOAT, Pirate Life, 4 Pines, and Somersby Cider, as well as soft drinks, including Pepsi Max, now exclusive to select Live Nation venues and festivals.

Asahi Beverages brands are an ongoing part of brand activations across Live Nation's diverse portfolio of festivals including Festival X, Spilt Milk, and Harvest Rock, and at venues such as Melbourne's iconic Palais Theatre and Adelaide's all-new Hindley Street Music Hall.

Nicole Lembke, Live Nation Australia’s Business Development Director, commented "we are excited by the opportunities created by this partnership with Asahi Beverages and the role it plays in enhancing the fan experience at Live Nation events.

“The partnership is a union between two industry leaders who share a joint dedication to maximising fan satisfaction, which acts as the core of all joint endeavours as we leverage Aussie's love of live music to generate excitement and engagement.”

Scott Templeton, Group Head, Commercial Partnerships for Asahi Beverages, added “we are incredibly excited to have partnered with Live Nation, aligning some of Australia’s best beverage brands with Live Nation’s incredible concerts and music festivals. This partnership presents a unique opportunity for Asahi Beverages to provide music fans with more moments to enjoy our range of products, whilst providing our brands with more ways to connect with new audiences through a shared passion point.”

Asahi Beverages and Live Nation kicked off the partnership with the ‘Somersby Acts of Wonder’ platform at the sold-out Spilt Milk Festival through November 2022. The promotion gave Spilt Milk audiences access to watch Young Franco up close with a ‘CIDERSTAGE’ promotion via a targeted social media campaign pre-festival.

In addition, Asahi Beverages and Live Nation launched a new Mountain Goat campaign to engage the 'Goat Army', which brought the new 'Goat Yard' platform to Spilt Milk for the first time. The Goat Yard brought beer and music experiences together, ensuring fans enjoyed their favourite rock'n'roll tracks while sipping ice-cold Mountain Goat. The activation featured troughs of tinnies in a beer barn, complete with rock'n'roll DJs.

Related Articles

3rd March 2023 - Asahi extends drinks partnership at Melbourne and Olympic Parks

16th February 2023 - Asahi agrees non-alcohol drinks deal at Perth’s Optus Stadium

16th January 2023 - Asahi agrees partnership to supply non-alcoholic drinks to ASM Global’s Australian venues

19th July 2022 - Live Nation expands venue portfolio as it takes on operations of Anita’s Theatre

15th July 2022 - Live Nation acquires Bec Sutherland’s Jubilee Street comedy management company

9th May 2022 - Live Nation advises of soaring revenues over last quarter

4th March 2022 - ASM Global, Live Nation and Oak View Group pledge to end doing business with Russia

24th February 2022 - Live Nation expresses optimism about the power and resurgence of live events

25th November 2021 - Live Nation announces further Asia Pacific expansion with appointments of experienced leaders Guy Ngata and Richard Tsuchida

16th July 2021 - Live Nation expands Western Australian operations with acquisition of Mellen Events

27th February 2021 - Live Nation confident of future shows despite major revenue fall

21st September 2020 - Live Nation appoints senior leadership roles within its Asia Pacific division

20th May 2020 - Live Nation to launch socially distanced concerts at Auckland’s The Tuning Fork

11th May 2020 - Live Nation says no return to ‘full scale’ concerts until 2021 as it looks to drive-in events


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