Asahi Super Dry has unveiled a loyalty package that rewards customers with prizes after visiting pubs and bars.
‘Seek, Find & Win’ is a campaign aligned to Asahi Super Dry’s new global brand platform, Seek What Is Unique, which guides premium beer drinkers to a more interesting side of life and encourages them to ‘explore a world of colour, creativity and symbolism.’
This comes at a time when the beer producer has reported a 22.6% increase in beer sales at the end of June in the off-trade, and 15% in the on-trade during the same period[1], with the World Cup and heatwave aiding the move from wine to beer.
Read more: Asahi UK partners with wholesaler for sampling activation
“Beer has overtaken wine, growing 9% (vs YA)[2] for the first time since the tournament began. We’re not surprised by this as each tournament sees customers more likely to opt for beer when celebrating a social event, as a direct result of brand and retailer presence,” said Rob Hobart, marketing director at Asahi UK.
“At Asahi UK, our premium portfolio drove the late-night celebrations. During the post-match peak between 12 AM and 4 AM, Asahi Super Dry and Peroni Nastro Azzurro saw a staggering volume surge of over 2,030% compared to the previous week. Recent heatwaves have also created the strongest trading environment so far this year, driving double-digit growth versus a year ago[3].”
[1]GB Daily EPOS | Total Beer | 1w/e WE27.06.26
[2]Total Coverage | Total Beer | 1w/e WE020.06.26
[3]GB Daily EPOS | Total Beer | 1w/e WE27.06.26
