Asahi Super Dry becomes worldwide partner of Rugby World Cup 2023

Asahi Group Holdings has announced that Asahi Super Dry will be the official beer for the Rugby World Cup 2023 in France.

The Japanese beer will be available in all stadiums and tournament venues across France throughout the competition and served to fans through curated activations.

“Rugby World Cup 2023 France and Asahi Super Dry share a declared passion for creating memorable and moving occasions,” said chief marketing officer at Asahi Europe & International, Grant McKenzie.

“Through this partnership, Japan’s number 1 beer, Asahi Super Dry, will be delivered to a truly global audience in over 200 countries. We look forward to sharing the unique taste of modern Japan with rugby fans around the world.”

The Rugby World Cup 2023 will be hosted in France throughout September and October 2023. 20 of the world’s top rugby-playing nations will compete.

In the UK, Asahi Super Dry enjoyed substantial growth this year with value sales increasing by 90.6% year on year, contributing an additional £2.4 million to the super-premium beer category.