Rugby World Cup

Asahi Super Dry  is the Official Beer of Rugby World Cup 2023 which will be kicking off in France next September.  Sharing a passion for excellence and creating unforgettable moments, the partnership will showcase the unique SuperDry taste of Japan’s No1 beer across the tournament and enrich every fans experience through the unique taste of modern Japan.

Asahi Super Dry will be served at all tournament venues and fanzones across France, spanning 48 matches in 9 cities and fans all over the world will receive a perfect serve of this unique beer through curated activations which connect supporters with their sporting heroes.

Chief Marketing Officer Grant McKenzie says: “We’re incredibly excited with a year to go until the big kick-off and delighted to have a partner who shares our ambition to create memorable moments for fans around the world. The plans we’re putting in place are unique to Asahi SuperDry and we can’t wait to showcase them to a global audience of over 857 million rugby fans across 200 countries. Important to also mention the 500,000 fans travelling to France to attend the tournament in person, many of whom will try/sample the unique SuperDry taste for the first time, we hope to exceed their expectations.”