Carlton & United Breweries (CUB) has signed a landmark five-year partnership to exclusively supply beer and cider to some of the biggest entertainment venues in Australia. 

The landmark deal with ASM Global includes nine venues in Australia, which have combined annual visitor numbers of 5.2 million patrons.

These visitors to the venues will be able to purchase some the most popular CUB beer and cider brands, including Great Northern, Carlton Dry, Pure Blonde, Balter, 4 Pines, Asahi and Peroni.

The venues include: 

• Qudos Bank Arena, Sydney 
• Brisbane Entertainment Centre
• RAC Arena, Perth 
• International Convention Centre Sydney (ICC Sydney)
• Brisbane Convention & Exhibition Centre 
• Aware Super Theatre, Sydney 
• Newcastle Entertainment Centre (ASM Global)
• Cairns Convention Centre 
• Darwin Convention Centre 

CUB Chief Executive Officer Danny Celoni said: “We embrace the power of partnership and innovation, and our recent collaboration with ASM Global exemplifies our unwavering commitment to bringing our great brands to life in some of Australia’s most iconic venues. Together, we aim to elevate and enrich the consumer experience. We’re excited for what the future holds.”

Asahi Lifestyle Beverages signed a five-year partnership to exclusively supply non-alcoholic drinks to ASM venues in January 2023.

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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