Asahi has launched a £2m campaign in a bid to maximise retailer sales during the Women’s Rugby World Cup 2025.
As the official beer partner of the tournament, the Japanese beer brand has launched an on-pack promo and is giving away tickets to Women’s Rugby World Cup along with branded prizes such as hats, cool boxes and midi rugby balls, until September.
Shoppers must purchase any format of Asahi Super Dry or Asahi Super Dry 0.0%, then scan a QR code on the bottle to access a mobile game for a chance to win instant prizes.
Retailers can access a suite of themed PoS, including shippers, gondola ends, free-standing display units and screens, as well as digital marketing solutions, said Asahi.
The campaign will be supported by advertising and influencer marketing, featuring tournament ambassador and England rugby player Ellie Kildunne.
“The Women’s Rugby World Cup 2025 is set to be a landmark event, and we’re committed to helping our retail partners fully capitalise on this. Our £2m campaign offers comprehensive support, from high-impact media to a suite of new PoS materials and digital tools, designed to drive footfall and sales,” said Rob Hobart, marketing director at Asahi UK.
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