• Japan’s No1 Beer, will become official beer for Rugby World Cup 2023 for the first time
  • Asahi Super Dry will be delivered to a global audience, across 200 countries world-wide
  • Premium Beer experience and uniquely Japanese Super Dry taste showcased to 450,000 fans

Asahi Group Holdings, Ltd, proudly announce today that its Global Premium Brand Asahi Super Dry will be the official beer for Rugby World Cup 2023 France.  Sharing a passion for excellence and creating unforgettable moments, the partnership will showcase the unique SuperDry (Karakuchi) taste of Japan’s No1 beer across the tournament and enrich every fans experience through the unique taste of modern Japan.

Asahi Super Dry will be served across all stadiums and tournament venues across France and fans of the world’s top 20 national rugby teams will receive a perfect serve of this unique beer through curated activations which connect supporters with their sporting heroes. The partnership plays a key role in the ambition of Asahi Super Dry’s parent company, Asahi Group Holdings, Ltd in its expansion of Global Premium Brands such as Asahi Super Dry, Peroni Nastro Azzurro and Grolsch – in providing the most enriching experience through its world-class portfolio of Super Premium and Premium Beer brands.

In the UK, despite the most difficult of trading circumstances, Asahi Super Dry has seen incredible growth this year with value sales soaring by +90.6% YOY in the Impulse channel, contributing an additional £2.4M the Super Premium Beer category as more consumers discover the brand. 

Chief Marketing Officer Grant McKenzie said: “Rugby World Cup 2023 France and Asahi Super Dry share a declared passion for creating memorable and moving occasions. Through this partnership, Japan’s number 1 beer, Asahi Super Dry, will be delivered to a truly global audience in over 200 countries. We look forward to sharing the unique taste of modern Japan with rugby fans around the world.”

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