Asahi Lifestyle Beverages has signed a landmark five-year partnership with ASM Global to exclusively supply non-alcoholic drinks to some of the biggest entertainment venues in Australia, including nine venues with an annual non-alcoholic drink consumption of 1.5m drinks.
Entertainment production company ASM Global has a venue network across five continents, with a portfolio of more than 350 arenas, stadiums, convention and exhibition centres, and performing arts venues.
Visitors to the venues can now purchase Asahi Lifestyle Beverages’ drinks including Pepsi Max, Solo, Schweppes, Lipton Iced Tea and Cool Ridge Water. This latest deal follows Asahi’s partnership with the AFL in December last year, which saw Pepsi Max and Solo become the AFL’s official soft drinks, while Cool Ridge the official water, and Gatorade the official sports drink.
Asahi Lifestyle Beverages Chief Executive Officer Nigel Parsons said the company was excited to be partnering with a leading venue management company and producer.
“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 venues where Asahi’s range of non-alcoholic beverages will feature 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
Chairman and Chief Executive of ASM Global APAC, Harvey Lister welcomed the partnership with Asahi Lifestyle Beverages.
“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,” said Lister.
Don Elford, Director of Global Partnerships at ASM Global APAC, described the move to Asahi products as 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,” said Elford.
Asahi’s AFL and AGM Global partnerships follow the opening of Asahi Beverage’s upgraded Wulkuraka manufacturing plant in South-East Queensland last year. The site additions allow 300 million litres of soft drinks, iced tea, waters, and juice to be produced at the site every year, including Schweppes, Solo and Pepsi Max, Cool Ridge, and Lipton Iced Tea.
Asahi Holdings is ranked #3 in Australia’s Top 100 Food & Drink Companies 2022 report.
