In a First, Asahi Is the Official Beer for the Rugby World Cup - BNN Bloomberg
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On Friday, September 6th, 2019, at a Hub Co. pub in Tokyo, Japan, a patron was seen holding a glass of beer. The organizing committee of the Rugby World Cup predicts that foreigners will consume about four times more beer than Japanese viewers during the six-week event starting on September 20th, which marks the first time the competition is being held in Asia. To prevent a shortage of beer, breweries, distributors, and bars in Japan are taking preventive measures. Shiho Fukada, from Bloomberg, took a photo of the scene.
Asahi Group Holdings Ltd. has recently secured its position as the initial Japanese brewery to be an official sponsor of the Rugby World Cup. This decision comes after the company concluded that gaining visibility among a widespread audience would aid in achieving their global expansion objectives.
In an interview, Atsushi Katsuki, who is the CEO of Asahi, stated that this is an excellent chance to increase the recognition of the brand.
Since 2016, Asahi has invested over 2 trillion yen (which equates to $13.6 billion) on expanding their presence overseas. This has been achieved through the acquisition of various brewers around the world, such as Pilsner Urquell and Peroni. Alongside this, Asahi has set its sights on elevating Super Dry - the beer that played a significant role in establishing them as Japan’s leading brewer. The goal is to make it a universally recognized beer brand.
Asahi Beer will only be available at nine match locations and ten fan zones. Katsuki expects that during the two months of the rugby tournament in France, they will sell more beer than they would in the entirety of a typical year in that country. Although they don't produce their beer in France, the CEO has promised that they will do everything possible to ensure that there is enough supply.
In the year 2019, Heineken NV was the appointed beer maker for the most recent Rugby World Cup which was held in Japan. Also, Heineken has been associated as a sponsor with the organizer since 1995. In comparison to Heineken, Asahi held the seventh position globally considering sales volume in the year 2022. Their sales volume was approximately one-fourth of Heineken's sales volume. This information is according to Euromonitor International, and Heineken is considered the second-largest brewer in the world.
Although Asahi has not specified a sales objective for the current contest, Katsuki anticipates that the retail consumption in France will surpass 3 million liters.
