Asahi Beverages has secured a landmark hospitality partnership to provide drinks for the Australian Turf Club (ATC) across its four racecourse, Royal Randwick, Rosehill Gardens, Warwick Farm and Canterbury Park, plus Rosehill Bowling Club.
As well as providing alcohol beverages at some of Australia’s big race days including The Everest and Golden Slipper, a separate but related deal, will see racegoers able to enjoy beverages from Asahi’s non-alcohol range including Schweppes, Pepsi Max, Cool Ridge water.
ATC CEO Matt Galanos said: “We’re excited about the new partnership with Asahi Beverages and their strong brand portfolio.
“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.”
Asahi Beverages Group CEO Amanda Sellers added: “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.
“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.”
The partnership will see an Asahi Super Dry Bar constructed at Royal Randwick, plus the historic Tote House will be reimagined with contemporary styling in a way that celebrates the heritage to offer racegoers a premium experience.
It comes after Lion announced it was terminating it 32-year partnership with the ATC, citing that it was time for the beverage giant to “pursue fresh opportunities” that were more aligned with its business strategy and vision for the future.
This article first appeared on Club Management’s sister publication, The Shout.