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Asahi Lifestyle Beverages Secures Landmark Drinks Partnership with Leading Venues

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


The landmark deal with ASM Global includes nine venues in Australia with combined annual visitor numbers of ~ 5.2m patrons and annual non-alcoholic drink consumption of ~1.5m 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


Asahi Lifestyle Beverages 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,’’ Mr Parsons said.


Chairman and Chief Executive of ASM Global APAC, Harvey Lister AM welcomed the landmark partnership with Asahi Lifestyle Beverages to supply non-alcoholic drinks to ASM Global’s Australian venues.


“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, 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.”




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