Entertainment company Village Roadshow has announced it has signed a group-wide partnership with one of Australasian beverage giant Lion.
The partnership will provide major pourage rights for Lion beer to be stocked across all Village Roadshow properties, including Village Roadshow Theme Parks, SeaWorld Resort, Village Cinemas and the recently launched Topgolf on the Gold Coast.
The arrangement will see integrated beer offers, venue sponsorships, promotions and activations across each of Village Roadshow’s properties, where Lion will bring its key brands to life, including James Squire, Heineken and Furphy.
Currently, Heineken is the presenting partner of Topgolf’s Roof Terrace Bar and Iron Jack is a major partner with Australian Outback Spectacular.
With this partnership, Lion will also have key presence across Village Entertainment’s Gold Class Cinemas.
Speaking on behalf of Village Roadshow, Mohit Bhargava, general manager of marketing and sales at Village Entertainment, said: “We are truly thrilled to be partnering with Lion. They have an outstanding portfolio of iconic Australian and international beers.
“Lion understand the strength and reach of [the] VRL group along with the unique requirements of each of our businesses.
“They are committed to enhancing our guest experience by paying careful attention to each of our entertainment destinations, right from bespoke beverage lists through to amplifying key events and activations.
“By aligning all our relevant assets into group wide alliances, this partnership represents the OneCo vision set out as part of our strategic plan to maximise value for VRL and our strategic partners.
Jason Pawley, national on-premise manager at Lion, said: “Village Roadshow is one of Australia’s most iconic entertainment groups entertaining millions of Aussies across the country every year.
“Whilst we had previously worked with the Theme Parks, the opportunity to curate and align our beverage and brand marketing programs across all of Village Roadshow is truly a fantastic opportunity for our group.
“As we are always looking to partner with businesses that offer customers with rich experiences and are continually investing in their offerings, we are particularly excited by the growth potential of Topgolf being the latest addition to the Village’s portfolio and look forward to working with the team.”