Asahi Lifestyle Beverages (ALB) has signed a landmark five-year partnership to exclusively supply non-alcoholic drinks to some of the biggest entertainment venues in Australia.

The ALB and ASM Global partnership includes nine venues across Australia with more than five million patrons and an annual consumption of around 1.5m non-alcoholic drinks.

“ALB Chief Executive Officer Nigel Parsons said the company was thrilled to be partnering with ASM Global, 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,” Parson said.

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

Chairman and Chief Executive of ASM Global APAC, Harvey Lister AM welcomed the partnership, saying: “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.”

Don Elford, Director of Global Partnerships at ASM Global APAC, 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.”

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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