The Japanese beer will be available in all stadiums and tournament venues across France throughout the competition and served to fans through curated activations. “Rugby World Cup 2023 France and Asahi Super Dry share a declared passion for creating memorable and moving occasions,” said chief marketing officer at Asahi Europe & International, Grant McKenzie. “Through this partnership, Japan’s number 1 beer, Asahi Super Dry, will…

The loss of beer sales on Ireland’s national holiday will amount to a £54 million blow to the industry. In the current roadmap to lockdown easing, UK pubs will remain closed and unable to sell takeaway beer until the 12th April. Pubs are planned to fully reopen throughout the UK on 21st June. “A pint in the pub on St Patrick’s Day is always a…

The London-based ale brand will mark the launch of the partnership with the Roar with Pride campaign, offering supporters a range of VIP experiences around the Lion’s three-test series against current world champions, South Africa. “We all know that big sporting occasions go hand in hand with an excellent beer, so we are delighted to have agreed this partnership. London Pride is an iconic brand…

Aston Martin is returning to Formula One after a 61-year absence in 2021. The team has signed four-time world champion Sebastian Vettel to partner talented youngster Lance Stroll in an intriguing line-up. It promises to be a fascinating season, as sweeping rule changes could herald the end of Mercedes’ dominance and make the Constructors’ Championship battle a lot more competitive. Aston Martin Cognizant will compete…

The planting is to be completed in partnership with the Eden Project and is part of a wider program focused on native tree planting and ecosystem restoration. The launch of ‘buy one get one tree’ aims to see more than 1m trees planted throughout 2021 and to take part in the initiative customers can scan the QR code on…

Following the successful launch of Desperados Virgin 0.0% in France last year, the beer will now roll out globally starting with the Netherlands and Poland in January, followed by Belgium in February and other markets throughout 2021. Diederik Vos, Desperados brand director, said: “Desperados is a brand defined by its boundary-pushing spirit and the launch of Desperados Virgin 0.0% is a major strategic next…

Not only do expensive hotel bars tend to serve beer as a refreshment before cocktails, they rarely have draft options on display, which makes it a difficult space for brands to facilitate. Japanese brewery Asahi fits perfectly with this style and will be revelling in its success in 2021. Its namesake brand and its Italian lager Peroni Nastro Azzurro have overtaken Heineken to…