- Asahi UK evolves range to protect retailers from the decline in economy brand multipacks, launching 440ml can multipacks across its premium brands[1]
- Small-pack 440ml cans are up by +1.4%, with premium 440ml cans driving the most growth – up by +13.9% through distribution and rate of sale gains[2]
Asahi UK, the only major brewer to grow off-trade share of beer every week in 2025,[3] is evolving its multipack strategy to help retailers combat the sharp decline in traditional 330ml and economy brand formats. By launching new 440ml can packs across major premium brands, the brewer aims to protect retail sales and profits while aligning with shifting consumer needs.
The move sees Fuller’s London Pride offering an appealing and valuable new format with a 10x440ml pack. Asahi Super Dry, the fastest growing premium lager brand,[4] meanwhile, is tapping into the big night in opportunity with a 4x440ml pack.
With small-pack 330ml cans currently suffering a -5.3% decline in value sales as shoppers demand more for their money,[5] Asahi UK’s new range is strategically positioned to help retailers recapture that spend. While economy brands’ 440ml cans have seen a -5.1% decline year on year, the premium 440ml segment is bucking the trend with double-digit category growth (+21.9%).[6]
Rob Hobart, Marketing Director at Asahi UK, said: “Premium 440ml multipacks are the single biggest opportunity for convenience retailers’ take-home lager sales. The evolution of our multipacks marks our commitment to giving our retail partners the tools they need to drive sales and profits in a changing economic landscape.”
Asahi UK’s multipack revamp comes at a time when the can format is demonstrating long-term growth in Total Market share, reaching over half (53%) in the latest year.[7]
Asahi Super Dry 4x440ml will be launching across the market from April, including Tesco, Waitrose, The Co-op, Majestic Wine, Morrisons and Sainsbury’s. Fuller’s London Pride 10x440ml will be launching in April in Tesco, Waitrose and Asda.
Retailers who are looking for advice on how to grow beer & lager sales can learn more at Asahi UK’s category advice website, Asahi Super Sales.
[1] NIQ Total Coverage L52W WE 14.02.26
[2] NIQ Total Coverage L52W WE 14.02.26
[3] NIQ Scantrack | Total Coverage | Value and Volume Share of Beer | YTD data to 08.11.2025
[4] NIQ Total Coverage L52W WE 14.02.26, Wtd dist >50%
[5] NIQ Total Coverage L52W WE 14.02.26
[6] NIQ Total Coverage L52W WE 14.02.26
[7] NIQ Total Coverage L52W WE 14.02.26
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