HOYTS has announced a new partnership with Asahi Lifestyle Beverages, with its range of drinks set to be available at all its Australian cinemas from April.

Asahi Lifestyle Beverages will replace Coca-Cola Amatil throughout the cinema chain. The news follows Amatil’s announcement on Monday that the Foreign Investment Review Board has no objection to Coca-Cola European Partners (CCEP) acquiring up to a 100% interest in the company following its takeover bid.

The Asahi product range will consist of Australia’s number 1 selling no-sugar cola, Pepsi Max, as well as brands such as Schweppes, Mountain Dew, Solo, Lipton Iced Tea, Gatorade and more.

“With more people moving to ‘better for you’ products that don’t compromise on taste, having leading brands such as Pepsi Max available ensures we are continuing to provide the first-class entertainment experience they have come to expect from HOYTS,” HOYTS CEO, Damian Keogh, said.

“We’re thrilled that we’ll shortly be serving our leading brands to HOYTS’ millions of customers, alongside our long-term partner PepsiCo,” Asahi Beverages Group CEO, Robert Iervasi, said.

“We’re excited to join forces with an iconic entertainment powerhouse and make our broad and innovative drinks range accessible to moviegoers at HOYTS,” PepsiCo ANZ CEO, Danny Celoni, said.

Movie-goers can expect to see Asahi Lifestyle Beverages’ range of drinks at all HOYTS locations this April and will coincide with the release of the adaptation of Tom & Jerry The Movie and the action blockbuster Godzilla vs. Kong.

Frucor Suntory and PepsiCo New Zealand have also announced a multi-year agreement with HOYTS Cinemas as their new exclusive non-alcoholic beverage provider.

Frucor Suntory chief executive Darren Fullerton said: “We have been on a clear path to take our strategic relationship with PepsiCo in New Zealand to a new level and to commit to bringing excitement and innovation to New Zealand consumers.

“To be able to demonstrate that with an iconic global entertainment business like HOYTS, and do our part to give cinema-goers new experiences in an ever-changing world is an exciting privilege for Frucor Suntory.”

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