ASL and Diageo Renew Major Outsourcing Contract in Southeast Asia

ASL is delighted to confirm the renewal of key contracts in Southeast Asia with Diageo, solidifying a global relationship spanning four years. This renewed commitment from Diageo will see ASL continue to provide the world-leading premium drinks brand with the highest quality print, point of sale materials and promotional merchandise in 4 markets across the region.

ASL first established a strategic relationship with Diageo in 2018, securing a single outsourced contract for Diageo Thailand and Indonesia at that time. This contract covers a wide range of categories including print, point of sale materials, premiums, and event management support. 

ASL Global’s team in the region is well known for their expertise & flexibility in managing high profile marketing events, often requiring complex coordination with multiple agencies and suppliers. Their work includes sourcing marketing materials, installing LED display systems, pop-up experiential solutions and managing local compliance. In addition, ASL handles fulfilment services, taking responsibility for processing customer orders on behalf of Diageo and providing local storage, fulfilment, and logistical services in a timely and efficient manner.

The relationship between ASL and Diageo has developed from simple transactional order fulfilment into a full marketing outsourcing agreement. Following successful implementation of logistical support in Thailand and Indonesia, ASL’s team is now actively engaged in activities to expand these services into both Philippines and Vietnam throughout 2023.

Steve Pomeroy, ASL’s Global Director responsible for the region, said “We are absolutely thrilled to solidify our strategic partnership with Diageo. Their marketing activations in this region are highly creative and original. Our teams love to be challenged and work closely with their Diageo colleagues to develop imaginative and impactful solutions. Coupled with the deployment of ASL’s advanced technology solutions to leverage spend and improve speed to market, our joint efforts are helping both parties to reach new heights of success”.

Mark McDonnell, ASL’s CEO, also commented “We’re very pleased to continue our strong partnership with Diageo in Southeast Asia. Our local team’s knowledge and passion for Diageo’s brands in the region helps to consistently deliver exceptional marketing products and experiences to Diageo customers, and we are confident that this partnership will lead to continued growth for Diageo and ASL.”

Want to know more how ASL is helping Diageo achieve marketing excellence in Southeast Asia? Click here.