What is the ROI of Asahi’s Smart Drinking Ambassadors program?

This query investigates the measurable return on investment (ROI) and strategic efficacy of Asahi’s smart-drinking-ambassadors program.

As part of the broader smart-drinking-asahi initiative, Asahi utilizes an in-house qualification system to train venue staff in smart drinking literacy. Because venue operators act as critical gatekeepers in the decentralized-customer-experience, training staff is essential to controlling the final consumption ritual and educating consumers on moderation.

Open Questions

• What are the specific, measurable ROI metrics for this B2B2C enablement strategy in on-premise venues?
• Does the presence of a certified Smart Drinking Ambassador demonstrably increase the sales mix of Asahi’s 0.0% or low-ABV portfolio within a specific venue?
• How much does this training program cost to implement at scale compared to traditional on-premise trade spend?