Asahi has announced that its Asahi Super Dry beer will be the official beer of the 2023 Rugby World Cup in France.

The partnership will see the beer served across all stadiums and tournament venues across France, and fans of the sport will see curated brand activations across in-store and online.

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Asahi Super Dry takes over from Heineken, which was the official beer of the 2019 Rugby World Cup.

The announcement comes as Asahi Super Dry has seen its value sales grow by 90.6% in the impulse channel, contributing an additional £2.4m to the Super Premium Beer category.

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Grant McKenzie, chief marketing officer for Asahi, said: “Rugby World Cup 2023 France and Asahi Super Dry share a declared passion for creating memorable and moving occasions. Through this partnership, Japan’s number one beer, Asahi Super Dry, will be delivered to a truly global audience in over 200 countries.”

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