Fountain Hard Seltzer Drives UK Demand in New Drinks Deal Across UK’s ASM Global Operated Venues

New partnership sees Fountain join drinks menu at 22 live entertainment venues across the UK

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.









About Fountain Hard Seltzer

“We built Fountain to exude joy and sought from the beginning to create a brand that would be culturally relevant around the globe," said Bruce Wilpon, Co-Founder of Fountain. "In fact, when our British friends Jon [Hamm] and Fadi [Shuman] got a taste of its positive power, they were so excited by it we decided to partner together to locally produce and launch Fountain in the UK. With their determination and steadfast resolve from London, a new world of opportunities is unfolding for Fountain.”

Fountain will become the Official Hard Seltzer Supplier to the following venues:


  • OVO Arena, Wembley located at Arena Square, Engineers Way, Wembley Park, Wembley, HA9 0AA
  • AO Arena, Manchester located at Victoria Station Approach, Hunts Bank, Manchester, M3 1AR
  • first direct Arena, Leeds located at Arena Way, Leeds, LS2 8BY
  • Utilita Arena, Newcastle located at Arena Way, Newcastle upon Tyne, NE4 7NA
  • Bonus Arena, Hull located at Myton Street, Hull, HU1 2PS
  • P&J Live, Aberdeen located at East Burn Road, Stoneywood, Aberdeen, AB21 9FX
  • The OVO Hydro, Glasgow, located at Scottish Event Campus, Glasgow, G3 8YW


  • York Barbican located at Paragon Street, York, YO10 4AH
  • Playhouse Whitley Bay located at Marine Ave, Whitley Bay NE26 1LZ

CGC Venues:

  • York City Football Club and York City Knights RLFC
  • York Racecourse
  • Beverley Racecourse
  • Catterick Racecourse
  • Pontefract Racecourse
  • Redcar Racecourse
  • Ripon Racecourse
  • Thirsk Racecourse
  • Wetherby Racecourse
  • The Lincolnshire Showground
  • Yorkshire Event Centre, Harrogate
  • The Great Yorkshire Showground, Harrogate
  • Nottingham Theatre Royal
  • Nottingham Royal Concert Hall

About ASM Global

ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management—delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centres, and performing arts venues.

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About AEG Global Partnerships 

AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including Arena in L.A., The O2 in London and Coachella Music Festival. Overall the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at

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