Asahi reveals 2020 plans
The supplier has revealed plans for next year which include a whole host of launches and campaigns
Asahi is determined to push its brands to the forefront of consumers’ minds with a raft of product launches and new campaigns for 2020.
Speaking at a press event last week, Steve Young, Asahi off-trade sales director, said its acquisition of Fuller’s earlier this year has helped it expand its range of premium beers and ciders.
Pete Rowe, on-trade sales director at Asahi, said its super-premium range, which includes Peroni Nastro Azzurro and Asahi, have a combined value of £1.5bn.
Other stats revealed that its premium beer London Pride was worth £1.8bn in the UK, Meantime sitting at £800m and Cornish Orchards at £600m.
Again, the supplier will be putting big money behind adverting Asahi Dry Super next year, focussing on broadcast media across eight key cities.
The supplier said it was in the perfect position to push the brand following an increase in interest in Japanese culture off the back of events such as the Rugby World Cup earlier this year, and the Olympics, which are set to take place in Japan in July 2020.
Currently, one quarter of restaurants opening in the UK are of Asian cuisine.
A new social media and experiential campaign will take centre stage for Meantime next year to mark the brand’s 20th anniversary.
Following its rebranding earlier this year, the supplier plans to launch a new four-pack (33ml) format in January 2020, which will comes in its Easytime, Anytime and London Pale Ale varieties.
In 2020, the brand will be showcasing its biggest media campaign, focussing on Libera and Nastro Azzurro.
Libera currently has a 63% distribution in the off-trade, while Nastro Azzurro stands at a solid 67% distribution.
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