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Royal Albert Hall Agrees an Exclusive Partnership With Asahi Beer

7 March, 2011

Royal Albert Hall Agrees an Exclusive Partnership With Asahi Beer

7th March 2011

Asahi, Japan’s number one beer, available in the finest bars, clubs and restaurants, has recently signed a partnership agreement with one of the UK’s most treasured and popular venues, the Royal Albert Hall.

For the first time, this most desirable beer brand is be available to the 1.5 million annual visitors of the Hall, where they will also be able to experience the newly refurbished Asahi Bar on the Grand Tier. The new Asahi Bar is the only one in the UK and represents a significant investment from Asahi into the Royal Albert Hall. It is the first time that beer is available on draft from a dedicated bar in the Hall.

This chic bar has been designed to reflect the prestigious Asahi brand using a striking colour scheme of black and silver. Pictures of famous rock and roll performers who have graced the Royal Albert Hall stage including The Killers, Suede, Kasabian and The Arctic Monkeys adorn the walls.

The world famous Hall is a registered charity with no public funding. It focuses on achieving the maximum public benefit by continuing to enhance the Hall’s unrivalled history of performance on the world’s most famous stage, offering all its customers the very best possible experience.

In 2010 the Hall experienced a record breaking year with over 380 events on its main stage and 150 events in its non-auditorium spaces. This partnership perfectly aligns with Asahi’s current strategy to support modern art, design and fashion from emerging talent to established artists and designers. For the Hall, it is of particular importance to partner with brands and utilise this external funding for the renovation of auxiliary spaces in such a historic venue.

Asahi continues to build its profile as an aspirational brand. Asahi is involved with some of the highest profile events in the UK, such as: GQ Man of the Year Awards, Boujis at Royal Ascot, European Golf Open, Tennis Classic at the Hurlingham, Teenage Cancer Trust, British Beach Polo Championships at Sandbacks and The Boodles Boxing Ball.

Christian Hamilton, General Manger of Asahi, said: “Asahi has always been available at the most prestigious and stylish venues across the UK. When the opportunity arose to create the Asahi Bar within the Royal Albert Hall we were delighted to develop a partnership that enhances the entire visitor experience”

Michelle Aland, Head of Sponsorship and Partnerships at the Royal Albert Hall, said: “The Royal Albert Hall prides itself upon working with exclusive partners that compliment our world class brand. With our rich histories and contemporary approaches, Asahi is the perfect brand for the Royal Albert Hall. I am pleased that Asahi has proven extremely popular with our customers, and in the first four months of trading, the branded bar has experienced a 36% sales increase on the previous year, thus providing benefit to our customers, Asahi and also the Hall.”

Note to Editor: 
Should you require further information, please contact Sean Carrigan on 020 7959 0531 or Michelle Aland 020 7959 0506 

Click here to view a full list of our corporate partners

The Royal Albert Hall
The Royal Albert Hall is one of the UK’s most treasured and magical buildings, recognizable the world over. It is a registered charity and operates without public subsidy. Since opening in 1871, the Hall has had an unparalleled history of exceptional performances by the world’s leading artists. Today over 380 events are held in the Hall’s auditorium each year which include performances of classical, jazz, world music, rock and pop, dance, comedy, film premières and award ceremonies. Audiences of well over a million are entertained each year and many millions more around the world enjoy the Hall experience through broadcasts, recordings and new media channels.

Asahi, pronounced “A-Sa-Hee”, means ‘rising sun’ and is Japan’s number one beer. Developed in 1987, it was Japan’s first karakuchi or ‘dry’ beer – easy-to-drink, good with food and characterised by its dry bite. Asahi Super ‘Dry’, has an abv of 5%, and is described as ‘super crisp, super clear and super dry’.

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