Asahi goes 'Beyond expected' for alcohol-free beer campaign

Japanese global beer and spirits firm, Asahi, has launched of its alcohol-free beer, Asahi Super Dry 0.0% (ASD Zero) internationally – an alternative to its first super-dry beer, Asahi Super Dry.

Asahi has partnered with agency Trouble Maker for this global campaign. The “Beyond Expected” campaign is expected to take consumers beyond what they expect of a non-alcoholic beer, both in terms of visual style and by unpacking great super dry taste, the agency said.

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As the “Super Dry” beer was born in Tokyo, the campaign focuses on demonstrating the innovative culture that sits at the heart of each bottle of liquid, rather than the typical alcohol by volume (ABV) push, according to the agency.

Alongside this launch, Asahi Super Dry is increasing its global appeal through its recent global partnership in August with City Football Group, including Premier League Champions Manchester City. It is also the official beer of Rugby World Cup 2023 where Asahi Super Dry and Asahi Super Dry 0.0% will be served at all tournament venues across France, spanning 48 matches in nine cities. Both of these global sporting partnerships play a key role in the ambition of Asahi Group to expand the sales of its global premium brand Asahi Super Dry including the new 0.0% variant while elevating the fan experience, live in stadiums or at home, the release said. 

The market for non-alcohol and low-alcohol beverages continues to expand globally and the way consumers are drinking also continues to diversify, said the brand. By popularising these products, Asahi aims to propose appropriate alcohol consumption and new situations in which to enjoy alcohol and provide new choices for people who choose not to drink alcohol. The brand has adopted targets for the sales composition ratio of non-alcohol and low-alcohol beverages.

Especially in Europe Business of Asahi Group, Asahi Europe and International has an ambition that 20% of their portfolio will comprise of non-alcohol products by 2030. The launch of ASD Zero internationally will be a positive step to meet consumer demands and drive the strategy, the brand said.  Asahi set the expansion of five global brands as a key strategy and is placing the highest priority on Asahi Super Dry.

MARKETING-INTERACTIVE has reached out to Asahi for more information. 

On a marketing front, Asahi Super Dry unveiled a limited edition design on cans and outer-packaging to mark the celebrated festival (Chinese New Year) in Asia. It was exclusively available in Hong Kong, China, Taiwan, Singapore and Malaysia, the packaging with bold, red, geometric design features nod to the Year of the Rabbit, demonstrating Asahi Super Dry’s modern Japan vibrancy and ambition to inspire progression by going beyond the expected.

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