Excel London has appointed Carlsberg Britvic as its official soft drinks, water and energy drinks partner in a multi-year deal.
The partnership will see Carlsberg Britvic’s portfolio, which includes Robinsons, Tango, Pepsi MAX, 7UP and Rockstar Energy, available across Excel’s hospitality and retail areas. The deal also covers Immerse LDN, the venue’s immersive entertainment district, and its waterfront restaurant.
Excel will provide Carlsberg Britvic with brand and marketing platforms across its media and digital sites, along with content and experiential activity. The two parties will also collaborate on sustainability initiatives including recycling, refill stations and responsible consumption messaging.
“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,” said Simon Mills, chief commercial officer at Excel. “Central to this lies our F&B offerings, especially when you consider that our average visitor dwell time is 7.5 hours.”
Excel attracts four million visitors annually. Carlsberg Britvic was formed in January 2025 and is the UK’s largest multi-beverage supplier. The company holds 42 brands and is licensed to produce PepsiCo soft drinks in the UK.
Emma King, hospitality director at Carlsberg Britvic, said the venue represents “a great brand and business platform” for the company.
