Rugby World Cup 2023

The Rugby World Cup 2023, hosted in France, served as a primary strategic vehicle for asahi-group-holdings and its regional operating unit, asahi-europe-and-international, to execute a massive alibi-marketing campaign.

Because France enforces stringent laws (the Evin Law) preventing alcohol advertising and consumption inside sports stadiums, Asahi secured an exemption to serve and heavily promote its non-alcoholic offshoot, asahi-super-dry-0-0.

Strategic Impact

Despite early supply chain issues caused by unexpected demand and a historic heatwave, Asahi sold over five million pints to attendees, breaking beer sales records in seven host venues. The campaign reached an audience of over 800 million global TV viewers, generating massive brand awareness that contributed to a significant halo-effect for the core alcoholic master brand. Based on this ROI, Asahi extended its Principal Partner status for all Men’s and Women’s Rugby World Cups through 2029.