Fountain Worldwide Ltd, today announced a new partnership with ASM Global, the world’s leading producer of entertainment experiences, venue management and event strategy. The new three-year deal will see the hard seltzer brand, originally founded in Brooklyn, New York, expand its footprint across the UK as it becomes Official Hard Seltzer Partner of ASM Global-operated venues, including the OVO Arena Wembley, AO Arena Manchester and first direct Arena Leeds, amongst others.
With 500+ anticipated events to be hosted across the 22 venues in 2022, the alcohol-infused sparkling water will be available to fans across the nation as they return to venues to experience the joy of live entertainment.
Fountain first entered the UK in August of 2020 based on the impressive rise in global interest for hard seltzer. After a difficult two years for the hospitality and entertainment industry, Fountain realised that there needed to be a considered route to market, supporting bars, venues, and distributors by first creating demand and educating consumers, not only growing the brand but the category too. This new partnership with ASM Global sits at the heart of the brand’s UK marketing strategy.
Fountain Hard Seltzer UK Partner, Jon Hamm, said: “Having the chance to join forces with a such a leading company in live entertainment, especially at this phase of the brands UK growth trajectory, is a thrilling opportunity. We are out there and getting cans in hands, working hard to get the demand for our venues. The new partnership is key to our ambition for Fountain in the UK in 2022 and beyond. We believe it’s going to be an epic year as we celebrate the return to live events and the country is able to return to being social. We truly value being able to be at the heart of these experiences and want to demonstrate our commitment to the industry as a whole through this three-year deal.”
Chris Bray, EVP Europe at ASM Global said, “ASM Global is delighted to partner with Fountain Hard Seltzer and welcome the brand to our venues across the UK. We take real pride in our food and beverage offering and know that Fountain will be a fantastic addition to the drinks menu as we continually strive to enhance our customer’s experience. It’s a busy year for live events as fans return to venues for world-class entertainment experiences, so it’s a pleasure to have a new partner in Fountain Hard Seltzer at this very exciting time.”
The low calorie, low carb, gluten free, vegan alcoholic drink is the perfect option for today’s health-conscious consumer. Brewed in Liverpool, UK with a gluten-free alcohol base and a touch of premium all-natural flavours, Fountain boasts a wide range of flavours to satisfy the tastebuds of consumers looking for more choice.
Activation of the partnership will see Fountain showcase four flavours including Passion fruit, Mango and the brand new Raspberry and Watermelon. Driving awareness and demand for the alcoholic drink through pourage rights, email marketing, digital and social advertising as well as signage within and outside the venues. Furthermore, the hard seltzer brand, will also bring to life the brand’s ethos to have fun, enjoy life and hang with friends with immersive sampling events at the venues.
The brands presence launched at the OVO Glasgow earlier this month at the Strictly Come Dancing shows, proving a hit with concert goers who were able to Mambo with a mango in hand or feel the passion(fruit) as they Paso doble.
To learn more about Fountain’s partnership with ASM Global, which was brokered by AEG Global Partnerships, please visit Fountain’s website or follow Fountain on Facebook, Twitter,Instagram, and LinkedIn.
Frequently Asked Questions
- How can I buy a VIP View Bar Upgrade?
You can purchase a VIP View Bar Upgrade to selected events here. It includes early access, fast-track entry, complimentary drink on arrival and access to the View Bar before, during and post-show.
- How can I purchase tickets for a concert at P&J Live?
Tickets are available from our ticketing agent Ticketmaster on www.ticketmaster.co.uk
P&J Live do not sell tickets directly.
- How do I register for access to venue presale?
For certain events, venue presale tickets might be on offer. This means you'll be access tickets before they go on general sale.
To gain access to our exclusive venue presale, sign up to our newsletterhereand we will send you an email with the presale link for tickets go on general sale!
- How can I book a table at 195 Bar & Grill?
Our 195 Bar & Grill offers a unique dining experience before selected shows at P&J Live. You can check availability and book a table here.
- Will I be able to purchase food at P&J Live?
There is a wide range of food and beverage options available to purchase for concerts and events, including catering outlets offering a variety of hot food options.
Please note - it is against venue policy to allow patrons to bring in their own food and drink to the venue. At P&J live it is our aim to be completely cashless, all of our bars, kiosks and restaurants accept card payments, this is more efficient, safe and ensures a speedy transaction. There are therefore no cash machines on the TECA site.
- Is there parking available at P&J Live?
Yes, there is parking available on-site at P&J Live.
There are various ways to pay for your parking at P&J Live
On site payment machines: We accept both cash and card payments on site, pay on exit is required by entering your vehicle registration at any one of our machines located in the car parks. Please note payment machines only take coins and not notes.
APCOA Connect App: Up to 24 hour after you have left the venue, you can pay for your parking on the APCOA Connect App. Once you have downloaded the app, use location code 6680 for the Sub-T Car Park (underground) and location code 2356 for the Surface Car Park.
You can also pay for parking via the APCOA website here, click which car park you parked in and then you will be able to pay for parking.
- Can I pay by cash within P&J Live?
At P&J Live it is our aim to be completely cashless, all of our bars, kiosks and restaurants accept card and contactless payments. This is more efficient, safe and ensures a speedy transaction.
There are no cash machines on the TECA sites.
- What bus can take me to P&J Live?
Regular buses will be coming in and out of the complex daily for public use. Details on bus routes and operators are still in discussion and any updates will be posted on the getting here page of the website.
Currently, the Stagecoach Bluebird Jet Service 727 runs regularly from Aberdeen City Centre to Aberdeen Airport, stopping in the TECA site.