ASM Global and Carlton Breweries agree landmark five-year partnership

March 6, 2024

Entertainment / Hospitality / Marketing / Sport / Venues /

Carlton & United Breweries (CUB) has signed a landmark five-year partnership with ASM Global to exclusively supply beer and cider to some of the biggest entertainment venues in Australia, including Sydney’s Qudos Bank Arena, the Brisbane Entertainment Centre and Perth’s RAC Arena.

The deal between the Australian brewing subsidiary of Japanese giant Asahi Breweries and ASM Global (APAC and Middle East) includes nine venues in Australia with combined annual visitor numbers exceeding five million patrons.

Visitors to the venues - which also include the International Convention Centre Sydney, Brisbane Convention and Exhibition Centre, Sydney’s Aware Super Theatre, the Newcastle Entertainment Centre, Cairns Convention Centre and Darwin Convention Centre - can now enjoy CUB’s popular brands, including Great Northern, Carlton Dry, Pure Blonde, Balter, 4 Pines, Asahi and Peroni.

Advising that the company is thrilled to be partnering with ASM Global, among the world's leading venue management companies and producers of live events covering 350 venues worldwide,

CUB Chief Executive, Danny Celoni stated “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."

Image credi: Carlton & United Breweries.

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