Asahi inks venue deal with ASM Global

Asahi Lifestyle Beverages has signed a landmark five-year partnership with ASM Global to provide non-alcoholic access to some of Australia’s largest entertainment venues, including nine venues consuming 1.5 million non-alcoholic beverages annually. We exclusively supply alcoholic beverages.

Entertainment production company ASM Global has a venue network with a portfolio of over 350 arenas, stadiums, convention centers, exhibition centers and performing arts venues on five continents.

Venue visitors can now purchase beverages from Asahi Lifestyle Beverages, including Pepsi Max, Solo, Schweppes, Lipton Iced Tea and Cool Ridge Water. This latest deal follows Asahi’s partnership with the AFL last December, with Pepsi Max and Solo becoming his AFL’s official soft his drink, Coolridge becoming his official water, and Gatorade becoming his official drink. has become a sports drink.

Pepsi Max is owned by Asahi Lifestyle Beverages.

Asahi Lifestyle Beverages CEO Nigel Parsons said he is thrilled to be partnering with a leading venue manager and producer.

“We look forward to partnering with ASM Global to further enhance the consumer experience, ensuring our great brands are enjoyed at some of Australia’s most iconic venues,” said Parsons. ”

Venues featuring Asahi’s range of non-alcoholic beverages include:

Qudos Bank Arena in Sydney
Brisbane Entertainment Center
RAC Arena, Perth
International Convention Center Sydney
Brisbane Convention & Exhibition Center
Aware Super Theater, Sydney
Newcastle Entertainment Center
Cairns Convention Center
Darwin Convention Center

Harvey Lister, Chairman and CEO of ASM Global APAC, welcomed the partnership with Asahi Lifestyle Beverages.

“As we continue to explore new ways to serve our loyal patrons and owners, this partnership will enrich the visitor and guest experience and offer more product choices at our venues. This is in line with the growing trend in Australia and is consistent with ASM Global’s own health and safety policies for fans and visitors to our many venues across Australia.”

Don Elford, Director of Global Partnerships for ASM Global APAC, explained that moving to Asahi products is a “win-win” value proposition for both parties.

“When brokering deals, ASM Global Partnerships puts the patron and fan experience above all else. ASM Global will provide Asahi with a unique and discerning audience that is open to quality service while enjoying an event that Asahi is so passionate about,” said Elford. said.

Asahi’s AFL and AGM Global partnership follows last year’s opening of Asahi Beverages’ upgraded Wulkuraka manufacturing plant in southeast Queensland. The addition of the site will allow Schweppes, Solo and Pepsi He Max, Coolridge and Lipton Ice Tea to produce 300 million liters of soft his drinks, iced teas, waters and juices at the site each year.

Asahi Holdings ranked third Australia’s Top 100 Food & Beverage Companies 2022 report.

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