Excel London and Carlsberg Britvic, home to some of the UK’s most iconic and popular soft drinks, has today announced a new multi-year partnership as part of the venue’s continued visitor experience strategy.
Formed in January 2025, Carlsberg Britvic is the largest multi-beverage supplier in the UK and Carlsberg Group’s largest market by revenue. Renowned for 42 brands including Robinsons, Tango and Jimmy’s Iced Coffee, the company is also licensed to make, market and sell PepsiCo soft drinks including Pepsi MAX®, 7UP, Lipton Ice Tea and Rockstar Energy.
The new partnership will see Carlsberg Britvic become Excel’s Official Soft Drinks, Water and Energy Drinks Partner, offering the venue’s four million annual visitors an even wider choice of well-known refreshments.
As well as beverages being available across Excel’s hospitality and retail areas, the partnership also extends to Immerse LDN – the venue’s immersive entertainment district – and its waterfront restaurant. The 360-approach will also see Excel provide a brand and marketing platform across its numerous media and digital sites, together with content and experiential activity.
In addition, both parties will collaborate on sustainability matters, including recycling, refill stations and responsible consumption messaging.
Simon Mills, Excel’s Chief Commercial Officer, commented: “Here at Excel, we’ve been continually investing in our venue, its infrastructure and its facilities as part of our ambition to become the best event destination in the world. Central to this lies our F&B offerings, especially when you consider that our average visitor dwell time is 7.5 hours. Having the widest and best possible choice is essential and thanks to our new partnership with Carlsberg Britvic, we can provide exactly that.”
He added: “Carlsberg Britvic is the latest world-class brand to join our ever-growing partnership portfolio who see both the brand and the business opportunity that Excel can offer in driving tangible returns whilst simultaneously helping us to enhance our visitor and after-hours offerings.”
Emma King, Carlsberg Britvic Hospitality Director, said: “We’re delighted to be partnering with Excel London, Europe’s largest fully integrated event venue, and sharing our like-minded vision for connecting lives and enhancing the experience for every guest. With four million annual visitors, Excel is a great brand and business platform for Carlsberg Britvic and we’re excited to offer consumers a wide choice of high-quality soft drinks that suit different tastes and occasions.”
