- Asahi Super Dry is Official Beer of Rugby World Cup with fans set to be rewarded with ticket giveaways and Beyond Expected experiences in France
- Japan’s Number 1 Beer will be showcased to a global audience of over 857 million rugby fans across 200 countries world-wide
- Asahi Super Dry Packaged is the fastest growing Packaged Lager Brand in the On Trade contributing £1.9M to the lager Category[1]
- Asahi Super Dry is the 9th Largest Premium+ Lager brand in the Off Trade and has grown faster over 2 years than all others[2]
Asahi Super Dry, Official Beer of Rugby World Cup 2023, is celebrating “one year to go” by finalising plans to provide fans with Beyond Expected experiences both at the tournament and at home.
Japan’s Number 1 Beer (ASD) will be served at all tournament venues and fan-zones across France, spanning 48 matches in 9 cities. As well as enjoying the premium super dry taste, fans from around the world will be rewarded with ticket giveaways and exclusive match day experiences at every game, including behind the scenes stadium tours and pitch-side access to watch teams sing their national anthems.
As excitement builds ahead of the big kick-off, Asahi Super Dry will produce limited edition Rugby World Cup 2023 cans and bottles. In addition, there will be promotional packs where consumers can win amazing prizes, such as tickets to matches and unique experiences.
Association with the tournament will be further promoted as part of Asahi Super Dry’s “Beyond Expected” through the line communication campaign, activated across key global markets.
The partnership with Rugby World Cup 2023 plays a key role in the ambition of Asahi Super Dry’s parent company, Asahi Group Holdings, Ltd to expand the sales of Global Premium Brands Asahi Super Dry and Peroni Nastro Azzurro.
Jonathan Norman, Global Brands Director at Asahi UK said: “We’re incredibly excited with a year to go until the big kick-off and delighted to have a partner who shares our ambition to create memorable moments for fans around the world. The plans we’re putting in place are unique to Asahi SuperDry and we can’t wait to showcase them to a global audience of over 857 million rugby fans across 200 countries. Important to mention the 500,000 fans travelling to France who will attend the tournament, many of whom will taste the unique SuperDry taste for the first time, we hope to exceed their expectations.”
[1] CGA On Trade data (w/e 16.07.22)
[2] Nielsen Total Coverage MAT data to (20.08.22)
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