CUB lands five-year stadium deal with ASM Global as exclusive beer and cider supplier

March 6, 2024
By Cody Profaca

Carlton & United Breweries (CUB) has today announced a five-year partnership with ASM Global, one of the world’s leading venue management companies, for its APAC & ME venues. The partnership will see CUB become the exclusive beer and cider supplier to nine of Australia’s biggest entertainment venues, which receive a collective total visitor count of approximately 5.2 million patrons annually. 

As part of the deal, the venues will now offer all of CUB’s most popular beer and cider brands including Great Northern, Carlton Dry, Pure Blonde, Balter, 4 Pines, Asahi and Peroni.

“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,” said Danny Celoni, CEO at CUB.

“Together, we aim to elevate and enrich the consumer experience. We’re excited for what the future holds.”

For the coming five years, CUB will be the exclusive cider and beer supplier in the following venues:

  • 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 

The news follows the partnership announced in January last year that established Asahi Lifestyle Beverages as the exclusive non-alcoholic supplier for five years in the same nine stadiums. The CUB deal will also complement Asahi Beverages’ ongoing partnership with the National Rugby League, led by Victoria Bitter as the official Beer of the NRL, and Solo as the official non-alcoholic beverage of the NRL.

Asahi Beverages successfully completed its acquisition of CUB in June 2020, borrowing $16 billion to do so. CUB is now one of the four divisions of the Asahi Beverages Regional Hub, alongside Asahi Premium Beverages, Asahi Lifestyle Beverages and Asahi Beverages NZ.

Los Angeles based ASM Global was formed in 2019 when Australian sports venue operator AEG Ogden merged with property management company SMG, rebranding as ASM. It is now one of the world’s leading venue management companies and producers of live events, and covers 350 venues worldwide.

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