Asahi is launching a major advertising campaign for Asahi Super Dry beer, which it says is the largest campaign in the brand’s history.

The ‘Beyond expected’ campaign launches on 14 May across TV, on-demand, audio, digital and out of home, as the supplier tries to build on the brand’s strong growth across retail and the on trade.

Asahi Super Dry to be official beer of 2023 Rugby World Cup

In the first quarter of 2022, Asahi Super Dry added more than £4m in value sales in the off trade and it is in 110% growth.

Additionally, in the past two years, its frequency of purchase has doubled.

Jonathan Norman, global brands director at Asahi UK, said: “Asahi Super Dry continues to see phenomenal growth across on and off premise and its unique, refreshing taste coupled with strong provenance is testament to its popularity amongst drinkers.”

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