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Asahi Super Dry’s ‘Beyond expected’ campaign is largest in brand’s history

Asahi is looking to build on growth, having added more than £4m in value sales in the off trade in Q1 2022

asahi beyond expected

Asahi is launching a major advertising campaign for Asahi Super Dry beer, which it says is the largest campaign in the brand’s history.

The ‘Beyond expected’ campaign launches on 14 May across TV, on-demand, audio, digital and out of home, as the supplier tries to build on the brand’s strong growth across retail and the on trade.

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In the first quarter of 2022, Asahi Super Dry added more than £4m in value sales in the off trade and it is in 110% growth.

Additionally, in the past two years, its frequency of purchase has doubled.

Jonathan Norman, global brands director at Asahi UK, said: “Asahi Super Dry continues to see phenomenal growth across on and off premise and its unique, refreshing taste coupled with strong provenance is testament to its popularity amongst drinkers.”

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