Changing taps – Flemington switches to Asahi, ending 25-year agreement with Lion
Asahi has stepped up its pursuit of the beer-drinking habits of Australian racegoers, with a seven-year deal which gives it an on-course monopoly in Melbourne and Sydney.
Asahi Beverages has added Australia’s most famous racecourse, Flemington, to its growing list of pourage rights in a seven-year deal with the Victoria Racing Club.
Asahi, which features brands such as Carlton Draught, Asahi Super Dry, Great Northern, Balter XPA and Somersby’s cider, has stepped in at the expense of rival brewer Lion, which has held beverage rights at Flemington for 25 years.
In 2024, Asahi assumed pourage rights at the Australian Turf Club’s four Sydney racecourses after the end of a 32-year association with Lion.
Asahi now holds rights across all metropolitan tracks in Melbourne and Sydney, adding the VRC to existing deals with the Melbourne Racing Club and the Moonee Valley Racing Club.
Asahi-owned non-alcoholic brand Schweppes already has a long-term association through the VRC, with its sponsorship extended back to 1998.
Kylie Rogers, chief executive officer of the VRC, hailed the new long-term deal with the Japanese-owned company.
“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,” Rogers said.
“Asahi’s market-leading portfolio, innovation and scale will elevate the experience across every touchpoint at Flemington, throughout the year.”
Asahi Beverages Group CEO Amanda Sellers said the company was delighted to extend its racing portfolio to Flemington and the famous Melbourne Cup Carnival.
“Flemington racegoers can now enjoy one of our famous beers or ciders while cheering on a winner down the Flemington straight,” she said.
“We’ll have more exciting announcements as we bring this partnership to life throughout 2026 and beyond.”
The VRC statement said the deal had been reached after an extensive tender process.
Foster’s Lager, now Asahi-owned as part of its CUB acquisition, had been a foundation sponsor for the Melbourne Cup, holding naming rights from 1985 until 2000.
Lion owns brands such as Furphy, Heineken, Stone and Wood, Four Pillars, Little Creatures, XXXX and Kirin Ichiban, which was only announced as the official beer of the VRC last year.
It held naming rights for the Melbourne Cup from 2001 until 2003 via its Tooheys Brand.
It told the Herald Sun that it was keen to “pursue fresh opportunities that align with our strategic priorities”.
Lion extended its deal with the Brisbane Racing Club last year for another five years via its iconic beer brand XXXX. That association has run for 47 years.
It also has an agreement with the South Australian Jockey Club, which runs metropolitan racing in SA via its Hahn brand, and a long-term deal with Perth Racing in Western Australia through Swan Draught.
In Tasmania, the Hobart-based Tasmanian Racing Club is sponsored by Asahi.
Author
Related Articles
Sheza Alibi powers clear in dominant Makybe Diva Stakes win
The four-year-old mare swept aside a strong Flemington field, lifting her record to eight wins from 12 starts and extending Luke Nolen’s enduring Group 1 partnership with Peter Moody.
Baker’s three-year-olds land two-state stakes double
Warwoven strengthened his Golden Rose claims at Rosehill while Paradoxium made a successful return down the Flemington straight, giving Bjorn Baker two spring contenders on separate paths.
Sky Thoroughbred Central adds six programs as Racing NSW-led changes take shape
Racing NSW and Sky Racing will aim to widen the channel’s audience through new weekly shows, four vodcasts and simulcasts on News24 and Fox Sports News.
