Brewed to the authentic Japanese recipe, Asahi Super Dry’s signature ‘Karakuchi’ taste to be celebrated through multiple customer and consumer experiences from March 2020

  • Rapid growth and rate of sale sees Asahi Super Dry [1] become the UK’s No.1. Japanese Beer
  • New ‘Karakuchi Nights’ launches nationwide across select outlets in Manchester, Glasgow, Birmingham, London, Nottingham, Edinburgh, Bristol and Dublin
  • New advertising campaign ‘Discovery is Calling’ will roll out across Video on Demand (TV), Digital and Social platforms
  • New ‘Masters of Karakuchi’ bartender advocacy programme to launch from March 2020  

Asahi Super Dry, the No1 Japanese Beer in the UK1, is set for a standout year with investment and amplification across multiple trade and consumer touchpoints – including its first fully integrated through-the-line ‘Karakuchi Nights’ campaign, the launch of a high reaching broadcast digital media plan ‘Discovery is Calling’, and the introduction of ‘The Masters of Karakuchi’ bartender programme.

Following a year of incredible brand growth, and building on last year’s successful ‘City HITs’ marketing activity, ‘Karakuchi Nights’ will launch in Manchester on 10 March 2020 and roll out across participating cities and outlets until October 2020. Reaching an estimated 3.4m target consumers, the Japanese experience will deliver an in-venue pop-up experience, driving trial in 50 outlets as well as 120 nationwide sampling opportunities.

From May, and expected to reach over 70% of target consumers[2], a broadcast digital campaign based around the concept of ‘Discovery is Calling’ will showcase Asahi Super Dry as a beer brewed out of curiosity, for the curious, from a place that peaks audience curiosity. Targeting London and other major UK cities, the 30” video will appear across a mixture of Video on Demand, OOH, Digital and Social platforms.

Alongside consumer-focused campaigns, Asahi Super Dry will also be launching a new bartender advocacy programme, ‘Masters of Karakuchi’. The bespoke programme will be based on three core pillars of ‘Teach Me’, ‘Inspire Me’ and ‘Reward Me’ to spark discussion in front of and behind the bar between customers and bar staff and ultimately celebrate those that deliver exceptional customer service. The programme has been initiated to support the importance of the two-part Karakuchi serve. A recent report, of venues who execute the two-part Karakuchi serve saw a ROS increase of up to 33%[3]. The programme will be supported via a new Asahi Super Dry Instagram profile exclusively for participating bartenders, which will deliver instant prizes and rewards for those that perfect the two-part Karakuchi serve.

Since January 2018 the Super Premium Beer brand has continued to grow in popularity, delivering its signature ’Karakuchi’ taste to UK beer lovers. The UK’s No.1. Japanese Beer is now available in more than +2,600 outlets and following 2019’s City Hit activity.

Managing Director of Asahi UK, Tim Clay, said: We wanted to build on the success of last year’s City HITs, coming back bigger and better in 2020 to make sure that Asahi Super Dry is front of mind for beer lovers. Both Premium and World Beer categories continue to go from strength-to-strength and Asahi Super Dry is perfectly positioned to capitalise on these ongoing trends. The brand is growing at a phenomenal rate so it’s exciting to explore even more ways to drive home the Super Premium credentials of the beer and we’re really looking forward to seeing the response to the various activations.”

Later this year, Asahi Super Dry will also run on-pack promotions – offering consumers the chance to ‘Win A Trip to Tokyo’. More detail to be shared at a later date.

[1] CGA BrandTrack 2018

[3] Asahi Internal Report

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