Asahi Super Dry, Official Beer of Rugby World Cup 2023, is celebrating “one year to go” by finalising plans to provide fans with Beyond Expected experiences both at the tournament and at home. Japan’s Number 1 Beer will be served at all tournament venues and fanzones across France, spanning 48 matches in 9 cities, in addition to being showcased to a global audience of over 857 million rugby fans across 200 countries world-wide. As well as enjoying the premium super dry taste, fans from around the world will be rewarded with ticket giveaways and exclusive match day experiences at every game, including behind the scenes stadium tours and pitch-side access to watch teams sing their national anthems.

As excitement builds ahead of the big kick-off, Asahi Super Dry will produce limited edition Rugby World Cup 2023 cans and bottles. In addition there will be promotional packs where consumers can win amazing prizes, such as tickets to matches, unique experiences and limited-edition merchandise.

Association with the tournament will be further promoted as part of Asahi Super Dry’s “Beyond Expected” campaign, activated across key global markets.

The partnership with Rugby World Cup 2023 plays a key role in the ambition of Asahi Europe & International to expand the sales of Global Premium Brands Asahi Super Dry and Peroni Nastro Azzurro.

Chief Marketing Officer Grant McKenzie said: “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 mention the 500,000 fans travelling to France who will attend the tournament, many of whom will taste the unique SuperDry taste for the first time, we hope to exceed their expectations.”

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