Asahi Beverages-ASM Global full-of-fizz deal


ASM Global partners with Asahi Image: RAC Arena

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.

‘ASM Global and RAC Arena’ stated that 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.

Asahi Lifestyle Beverages (ALB) is Asahi Beverages’ non-alcoholic drinks business in Australia. ALB makes and distributes some of Australia’s most-loved drinks. Its diverse range of drinks includes market-leading brands such as Schweppes, Solo, Cottee’s, and Cool Ridge water. It also includes Spring Valley and Charlie’s juices plus StrangeLove premium adult soft drinks and mixers. ALB also manufactures and distribute under license Pepsi, Mountain Dew, Sunkist, Gatorade, and Lipton Iced Tea.

Los Angeles (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

The 15,500-capacity RAC Arena is an entertainment and sporting arena in the City Centre of Perth, Western Australia, used mostly for basketball matches. It is located on Wellington Street near the site of the former Perth Entertainment Centre, and was officially opened on November 10th, 2012.

The Australia venues include:

  • The 21,000-capacity Qudos Bank Arena, Sydney;
  • The 13,500-capacity Brisbane Entertainment Centre, Boondall;
  • The 15,500-capacity RAC Arena, Perth;
  • The 2,800-capacity International Convention Centre Sydney;
  • The 8,000-capacity Brisbane Convention & Exhibition Centre, Brisbane;
  • The 9,000-capacity Aware Super Theatre, Sydney;
  • The 6,500-capacity Newcastle Entertainment Centre, Broadmeadow;
  • The 5,300-capacity Cairns Convention Centre, Cairns; and
  • The 1,200-capacity Darwin Convention Centre, Darwin.

‘ASM Global and RAC Arena’ quoted Asahi Lifestyle Beverages Chief Executive Officer (CEO) Nigel Parsons as stating that 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.”

The 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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