TD Coliseum Announces Asahi Canada As Founding Partner And Unveils House of Peroni

TD Coliseum announced Asahi Canada as a founding partner of the transformed arena, marking the launch of a long-term partnership with Oak View Group, Pollstar’s parent company. Through this collaboration, Asahi Canada will introduce a curated portfolio of premium beverage offerings to guests throughout the venue.

Arena visitors will be able to enjoy a lineup of premium beverages at both concession stands and in the House of Peroni club space. Beverage selections include Peroni Nastro Azzurro, Asahi Super Dry, Grolsch Pilsner, Kozel Lager and Pilsner Urquell. The partnership is Asahi Canada’s first major venue presence in the country.

At the heart of the relationship is the House of Peroni, a stylish 150-seat, members-only lounge located on Level 3 of TD Coliseum. Designed as a laid-back lounge experience, the space offers members a setting to socialize before, during or after events. Guests can enjoy light snacks alongside a full selection of Peroni-branded beverages including Peroni Nastro Azzurro, the world’s No.1 Italian beer. Asahi Super Dry, Japan’s No.1 beer, will also play a key role in the offerings, along with Grolsch, which is brewed in Canada.

“As a global leader in beer and alcohol-free beverage brands, Asahi Canada is the perfect partner to help us elevate the fan experience at TD Coliseum,” states Tom Pistore, President, OVG Canada in a release. “The House of Peroni will become a signature space within TD Coliseum, and we’re excited to welcome guests to enjoy the best in international beverage offerings.”

“Our Asahi Canada team is proud to be named a founding partner of this bold new venue experience in Hamilton – one that celebrates the joys of the music and live sports industries whilst enabling visitors to enjoy an iconic beer or beverage,” adds Stephen Young, General Manager at Asahi Canada. “With Oak View Group, we’re excited to bring fans an upscale experience centered on the importance of live entertainment at TD Coliseum.”

TD Coliseum will open with a performance by Sir Paul McCartney on Nov. 21. It is expected to become the new centerpiece for concerts, sporting events and family entertainment in the Golden Horseshoe in Hamilton.

Demand for premium experiences at TD Coliseum has been high. The Event Level Suites – the first of their kind – have sold out along with two of the arena’s most exclusive club spaces.

“Our goal at TD Coliseum is to create unforgettable experiences, and that starts the moment guests walk through the doors,” continues Nick DeLuco, Senior VP and GM, TD Coliseum. “With the House of Peroni and Asahi Canada’s exceptional portfolio, we’re raising the bar for what fans can expect – not just from an event but from the entire atmosphere surrounding it.”

Following a $300 million-dollar transformation, TD Coliseum will open as an 18,000-seat venue featuring a new façade, premium seating, enhanced acoustics, improved sightlines and upgraded concourses and concession areas. The venue also introduces next-generation touchless and self-serve technologies for faster, more seamless food and beverage purchases. 

In addition to Paul McCartney on Nov. 21, scheduled events include Sonu Nigam on Nov.  23; the Jonas Brothers on Dec. 14; Tran-Siberian Orchestra on Dec. 28; comedian Matt Rife on Dec. 30; the Harlem Globetrotters’ 100^th anniversary tour on Feb. 4; The JUNO Awards on March 29; Cardi B on March 31; Monster Jam “Freestyle Mania” April 17-19; and the return of the Toronto Rock of the National Lacrosse League, among others.