Asahi in Rugby World Cup campaign - Drinks Retailing News - The Voice of Drinks Retailing
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Asahi Super Dry, a well-known beer brand from Japan, is going to be the focus of a major advertising initiative worth £1.3 million starting this month. The makers of the brand want to showcase its official affiliation with the Rugby World Cup 2023.
From now until October 28, there will be a marketing push for Asahi's lager. This will consist of commercials on billboards and in magazines, as well as promotions on social media and in the commercial sector. Asahi expects that their efforts will reach roughly three-quarters of all beer drinkers in the country.
Starting September 20th until October 2nd, Asahi Super Dry will be dominating Waitrose in Coal Drops Yard, London for off-trade activities. Visitors can try out the 0.0% Asahi Super Dry and will be greeted with attractive displays at the store's entryway, in the wine bar, and outdoors. Tourists and rugby enthusiasts commuting to and from France won't miss out on the action as they will be directed to the event by the signage displayed at King's Cross Waitrose.
Asahi UK's marketing director, Sam Rhodes, stated that the collaboration of Asahi Super Dry and Rugby World Cup 2023 will encourage the sale of high-quality lager in both on- and off-trade. To create enthusiasm for the tournament and its surrounding social events and opportunities, a marketing campaign worth £1.3 million will be launched.
Asahi will be focusing their London operations on a Fanzone that will be located at The Scoop; this is an amphitheatre situated in London which offers views of Tower Bridge.
