Asahi Beverages lands ATC partnership recently vacated by Lion

Asahi Beverages has announced a new multi-year partnership with the Australian Turf Club one week after Lion revealed it would be parting ways from the ATC after 32 years.

Within the partnership, Asahi Beverages has established two separate deals with the ATC for its alcoholic and non-alcoholic portfolios respectively. The deals will see drinks from Asahi’s beer, soft drinks, premix, water and coffee portfolios offered at the Rosehill Bowling Club and at all four ATC racecourses categories including beer, soft drinks, premix, water and coffee.

Additionally, an Asahi Super Dry Bar with prime viewing deck is also being constructed at Royal Randwick.

“We’re thrilled to partner with the Australian Turf Club to help them grow racing in New South Wales and provide racegoers with Australia’s leading range of drinks,” said Amanda Sellers, CEO.

“Australians have long celebrated their favourite sporting moments with one of our beverages in hand. We can’t wait to continue that tradition with some of the country’s best racing at Australian Turf Club racetracks.”

Matt Galanos, CEO of the ATC, also expressed his excitement for the partnership, which comes at a time where crowd attendances are in growth.

“We’re excited about the new partnership with Asahi Beverages and their strong brand portfolio,” he said.

“We’re renowned for delivering world class racing experiences and events, and this new partnership will foster innovation to drive our customer experience across all our venues. We look forward to a successful start to 2025 and beyond.”

Last Thursday, Lion Australia ended its 32-year partnership with the ATC to open up space for partnerships that better reflect Lion’s current focuses.

“While Lion has enjoyed a long and successful relationship with the ATC, we believe it is time for us to pursue fresh opportunities that align with our evolving business strategy and vision for the future,” said Managing Director James Brindley.

“Throughout our partnership, we’ve been proud to support the ATC and engage with its vibrant community of racing fans. The experiences and memories created over the years will always be valued, and we wish the ATC continued success in their future endeavours.”

This change in business strategy and future vision is reflected in Lion’s renewed focus in better-for-you beer, a category it has played a large part in helping to both establish and normalise in Australia via its Ultra portfolio.

Shortly prior to ending its ATC partnership, Lion revealed Hahn as the naming rights partner for the Hahn Australian Cup and unveiled a new national campaign to support the launch of Heineken Silver, a 99% carb free beer with reduced bitterness.

Additionally, Hahn also recently partnered up with AFL player Buddy Franklin for the launch of Hahn Ultra Zero Carb and James Squire recently released a limited-edition brew in collaboration with Australian chef and food personality Adam Liaw.

Whereas James Squire was the ATC’s Exclusive Beer and Cider Partner for the final years of Lion’s partnership, Asahi is planning on offering three alcoholic beer options, Asahi Super Dry, Carlton Draught, and Balter, across all ATC venues.

Additionally, the partnership will feature Great Northern Zero, Hard Rated and Vodka Cruiser as the Non-alc beer and Premix options.

Asahi’s non-alcoholic beverage arm Asahi Lifestyle Beverages will include soft drinks such as Solo, Pepsi Max, and Schweppes range; Gatorade; Cool Ridge water; and New Road by Allpress coffee.