Asahi Super Dry is to be backed by a £2m campaign to help retailers take advantage of growing interest in women’s rugby.
The ‘Rugby Like Never Before’ push will roll out in the run-up to this year’s Women’s Rugby World Cup, taking place in England during August and September.
It will comprise elements including an on-pack promotion offering the chance to win match tickets, activations with Kettle Chips in Sainsbury’s and Waitrose and a full suite of PoS including shippers, FSDUs, gondola ends and screens to drive awareness and sales in store.
The campaign will also include media advertising and influencer marketing, fronted by tournament ambassador and England star Ellie Kildunne.
Asahi Super Dry will also feature across tournament matches, including on LED perimeter boards and media backdrops, as well as through digital and outdoor advertising and experiential activity at matches and fanzones across the country.
Women’s rubgy was growing in popularity, with 1.5 million fans of the sport in the UK alone, Asahi UK said. An estimated 350,000 tickets were expected to be sold for the Women’s Rugby World Cup 2025 tournament, it added.
“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,” said Asahi UK marketing director Rob Hobart. “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.
“We’re also giving fans incredible chances to win, fostering a deeper connection with the tournament and Asahi Super Dry, both in-store and at home.”
Asahi Super Dry has been the sponsor of both the Men’s Rugby World Cup and Women’s Rugby World Cup since 2023.
In the UK off-trade, the beer brand is worth £46.3m, having added £8.8m on volumes up 20.1% in the last year [NIQ 52 we 19 April 2025].
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