Village Roadshow partners with Lion for pourage rights and promotional partnership

The partnership will provide major pourage rights for Lion beer to be stocked across all Village Roadshow properties

Three more Village Cinema venues are set to be assessed as potential video wall sites
Image credit: Lindsay Stodden.
Three more Village Cinema venues are set to be assessed as potential video wall sites Image credit: Lindsay Stodden.

Village Roadshow Limited has signed a group-wide partnership with one of Australasia’s largest beverage companies, Lion Private Limited. 

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 latest 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, including James Squire, Heineken, and Furphy.

The latest partnership follows Village Roadshow joining forces with Mastercard in June to provide new experiences for cardholders across its cinema, theme park and entertainment properties.

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.

Village Entertainment GM marketing and sales, Mohit Bhargava, said the company is thrilled to be partnering with Lion. 

“Lion has an outstanding portfolio of iconic Australian and international beers and understands the strength and reach of Village Roadshow group along with the unique requirements of each of our businesses,” Bhargava said. 

“The company is 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."

National on-premise manager at Lion, Jason Pawley, said the opportunity to curate and align its beverage and brand marketing programs across all of Village Roadshow is a fantastic opportunity for the 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” he said. 

The partnership is the second of the group-wide business agreements for Village Roadshow. Bhargava said it’s the result of an evolution of the business approach around commercial partnerships and sponsorship.

Last year, Village Cinemas achieved  a 10 per cent increase in its Net Promoter Score as the result of significant investment and cross-divisional support for its voice of customer program. Bhargava, attributed the result to a massive push to deliver a customer experience framework and voice of customer (VOC) program, work that has seen brand, operations and HR and staff come together as a united force.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes Part 1: Why brands must put human interactions at the heart of their business

As a Media Juror at this year’s Cannes Lions, I was fortunate enough to attend the world’s most influential festival of creativity and listen to thought-leading marketers from around the globe.

Nickie Scriven

CEO, Zenith

4 creative skills that will be useful forever

In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.

Kieran Flanagan and Dan Gregory

Speakers, trainers, co-authors

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

Being an investor who has an understanding of the finance industry, I would question the validity of this article, judging by the impairm...

Rowan

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

An interesting update considering that today is the easiest way it has ever been to measure contribution to the business as well as the h...

Frederic

State of the CMO 2019: Tenure shortens, pressure is on as marketers strive to demonstrate impact

Read more

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

Latest Podcast

More podcasts

Sign in