Photo Credit: Nohrlund
Pre-mixed cocktail brand Nohrlund announces a partnership with ASM Global following the success of their Live Nation UK deal last year.
Nohrlund, the Danish pre-mixed cocktail brand, has announced a long-term partnership with ASM Global, a world leader in producing entertainment experiences, venue management, and event strategy. The deal follows the success of Nohrlund’s partnership with Live Nation UK last year, which gave the cocktail brand a foothold in the region.
As part of the partnership, Nohrlund’s range of organic pre-mixed cocktails will be available in public concessions at ASM Global’s portfolio of UK venues, including OVO Arena Wembley, Manchester’s AO Arena, first direct Arena Leeds, P&J Live in Aberdeen, Utilita Arena in Newcastle, York Barbican, Connexin Live in Hull, and more. Exclusive marketing and promotional rights at ASM Global’s UK venues have been agreed as part of the deal.
The “Official Draught and Packaged, Bottled, Pre-Mixed Ready-to-Drink Cocktail Partner” has already gained some recognition in the UK through its Live Nation partnership last year.
The product is ideal in venues for its easy serves to customers without high wait times — the average serving time of a Nohrlund draught cocktail is just under ten seconds. Last year, Nohrlund’s partnership with Live Nation UK saw them as the exclusive pre-mixed cocktail partner at 22 Live Nation UK festivals and 21 gig venues across the region.
“We are thrilled about this partnership — ASM Global are worldwide leaders in venue management and live event experiences, so being chosen as the exclusive supply and pouring partners is a significant milestone for us,” commented Gareth Woodward, Senior National Account Manager at Nohrlund. “We can’t wait to introduce our pre-mixed cocktails to guests at some of the UK’s most prominent entertainment venues, with our easy serves that don’t compromise on flavor. Here’s to an exciting journey with ASM Global!”
“Nohrlund’s best-in-class offering is the perfect addition to our UK venues,” added Stephen Cooper, VP at Food & Beverage UK & Europe at ASM Global. “Their draught pre-mixed cocktails provide an innovative solution to delicious cocktails that streamline the serve process, reduce wait times, and make premium serves elegant with pace! We’re on a mission at ASM to reimagine the guest experience, including the drinks offering at our venues; we are delighted to be working alongside Nohrlund in doing just that.”
