Asahi Super Dry is launching a £2m campaign in support of its status as official beer of the Women’s Rugby World Cup 2025.

The campaign includes an on-pack promotion across all formats of Asahi Super Dry and Asahi Super Dry 0.0%, offering shoppers the chance to win tickets to matches and branded prizes including hats, cool boxes and midi rugby balls. It runs until September.

Additionally, retailers will have access to a suite of themed PoS, including shippers, gondola ends, free-standing display units and screens, as well as digital marketing material.

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Outside of the off-trade, Asahi Super Dry will drive awareness with branding at the games, including LED perimeter boards and media backdrops, as well as through digital and outdoor advertising and experiential activity. The brand will also run a programme of experiences, with hospitality at matches and fanzones across the country.

There are also partnerships with Sportbible, Hypebeast and the official Women’s Rugby World Cup 2025 Podcast, as well as the ‘Rugby Like Never Before’ advert.

The investment comes as women’s domestic sport continues to grow, with 44.7 million viewers last year, a 19% increase compared to 2022. Additionally, Asahi Super Dry is growing by 22.4% compared to the total lager category’s 1.7% decline, delivering £8m of growth in the past year.

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