The Victoria Racing Club (VRC) has announced Asahi Beverages is replacing Lion as the beer and cider partner at Flemington, one of Australia’s most iconic sporting venues and home to the Melbourne Cup Carnival.

The landmark seven-year partnership with Asahi Beverages follows an extensive tender process and will see Flemington racegoers can enjoy beer and cider including Carlton Draught, Asahi Super Dry, Balter XPA and Somersby’s cider, plus mid-strength offerings such as Great Northern Super Crisp.

Lion held beverage rights at Flemington for 25 years. The announcement follows Asahi becoming beer and cider partner at the Australian Turf Club’s four Sydney racecourses in 2024, following the ATC’s 32-year partnership with Lion.

Victoria Racing Club CEO Kylie Rogers said: “As we look to the future, our focus is clear: delivering the very best products and
experiences for our members, our customers and everyone who visits Flemington.

“This partnership will play a critical role in this ambition and our drive for continued growth. Asahi’s market-leading portfolio, innovation and scale will elevate the experience across every touchpoint at Flemington, throughout the year.”

Asahi Beverages is already the long-standing non-alcohol beverages partner of the VRC with drinks such as Schweppes, and this new announcement will give racegoers access to more of Asahi’s unrivalled multi-beverage portfolio.

Asahi Beverages group CEO Amanda Sellers said: “We are immensely proud to enter this partnership with the VRC and to be featured at some of Australia’s premier racedays including the Melbourne Cup Carnival.

“Flemington racegoers can now enjoy one of our famous beers or ciders while cheering on a winner down the Flemington straight. We’ll have more exciting announcements as we bring this partnership to life throughout 2026 and beyond.”

Lion statement on VRC

After a 25-year partnership with the VRC, Lion said it had made the decision to conclude their partnership.

Lion CEO Anubha Sahasrabuddhe said: “Lion has enjoyed a long partnership with the VRC, however in evaluating our portfolio we have made the decision to pursue fresh opportunities that align with our strategic priorities and drive strong return on investment for our next era of growth.

“Throughout our partnership, we’ve proudly supported the VRC and created amazing experiences for race goers through our powerhouse brands. These experiences will be fondly remembered, and we wish the VRC continued success in their future endeavours.”

Lion also said it “maintains arguably one of the most enviable sports partnerships portfolios in Australia”, including the recent Formula 1 Australian Grand Prix with Heineken, as well as sponsorship of the Sydney Swans with Tooheys, Waratahs with Guinness and the SACA and SANFL in South Australia with West End. Last year Hahn became the official beer of the Hahn Australia Cup with Football Australia and a sponsor of the GWS Giants. XXXX is a proud partner of current AFL Premiers the Brisbane Lions, and NRL Premiers the Brisbane Broncos. LION also has longstanding partnerships with the Queensland Reds, Penrith Panthers, North Queensland Cowboys, Gold Coast Titans, Dolphins, Queensland Maroons and NSW Blues among many others.

Inside the 2025 Melbourne Cup drinks marquees