Asahi Beverages secures pourage rights at Flemington Racecourse

Asahi Beverages has expanded its presence in Australian racing by securing pourage rights at Flemington Racecourse in a seven-year agreement with the Victoria Racing Club.

The deal sees Asahi replace long-time incumbent Lion, which had held beverage rights at Flemington for the past 25 years.

Asahi’s portfolio includes major brands such as Carlton Draught, Asahi Super Dry, Great Northern, Balter XPA and Somersby cider.

The agreement further strengthens Asahi’s footprint in the racing industry following its acquisition of pourage rights at the Australian Turf Club’s four Sydney racecourses in 2024, ending Lion’s 32-year association.

With the addition of Flemington, Asahi now holds beverage rights across all metropolitan tracks in both Melbourne and Sydney, complementing its existing partnerships with the Melbourne Racing Club and the Moonee Valley Racing Club.

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