13 February, 2024

World: Asahi Super Dry beer sales shoot up between 2022 and 2023

The latest results from Asahi Group Holdings show that the company’s flagship beer Asahi Super Dry shot up by 35% in major Asian markets (outside the beer’s home market of Japan), as well as in Europe and Oceania, between 2022 and 2023, The Drinks Business reported on February 13.

The beer, which Asahi calls the “top priority” of its global brand portfolio has grown significantly in volume terms as a result of the company’s ambitious expansion plans.

Sales of Asahi Super Dry received a boost when it became the Official Beer of the Rugby World Cup 2023, held in France last September, with company president Atsushi Katsuki saying at the time that he hoped the opportunity would “showcase the brand’s value to consumers worldwide”.

The beer, which replaced previous beer sponsor Heineken, featured on billboards and digital media at world cup games, alongside point-of-sale promotions and ticket competitions.

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