The Victoria Racing Club (VRC) has announced a landmark seven-year partnership with Asahi Beverages, Australia’s leading beverages company, following an extensive tender process.
The agreement cements Asahi as the beer and cider partner at Flemington, one of Australia’s most iconic sporting venues and home to the Melbourne Cup Carnival, which attracts hundreds of thousands of visitors annually.
The new partnership means Flemington racegoers can enjoy beer and cider including Carlton Draught, Asahi Super Dry, Balter XPA and Somersby’s cider, plus mid-strength offerings such as Australia’s biggest beer Great Northern Super Crisp.
Kylie Rogers, chief executive officer of the Victoria Racing Club, said the partnership reflects the Club’s commitment to delivering the best possible experience for its members and patrons.
“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.
“Asahi’s market-leading portfolio, innovation and scale will elevate the experience across every touchpoint at Flemington, throughout the year.”
Asahi Beverages is already the long-standing non-alcohol beverages partner of the VRC with drinks such as Schweppes, and this new announcement will give racegoers access to more of Asahi’s unrivalled multi-beverage portfolio.
Asahi Beverages group CEO Amanda Sellers said: “We are immensely proud to enter this partnership with the VRC and to be featured at some of Australia’s premier racedays including the Melbourne Cup Carnival.
“Flemington racegoers can now enjoy one of our famous beers or ciders while cheering on a winner down the Flemington straight.
“We’ll have more exciting announcements as we bring this partnership to life throughout 2026 and beyond.”
