Asahi Super Dry has been selected as the Official Beer for the Rugby World Cup 2023 in France, with the brew being served at the tournament’s iconic host cities and around the world. It’s a serendipitous partnership, as the beer was launched in the same year as the inaugural Rugby World Cup in New Zealand in 1987.

At the 2019 Cup, rugby fans enjoyed and embraced the unique taste of modern Japan, with sales surpassing all initial commercial revenue projections, and the brewer said it was excited to bring this experience to more fans in 2023.

“Rugby World Cup France 2023 and Asahi Super Dry share a declared passion for creating memorable and moving occasions,” said Asahi Europe & International – Chief Marketing Officer Grant McKenzie. “Through this partnership, Japan’s leading beer, Asahi Super Dry, will be delivered to a truly global audience in over 200 territories. We look forward to sharing the unique taste of modern Japan with rugby fans around the world.”

World Rugby Chairman Sir Bill Beaumont said: “We are delighted to be welcoming Asahi Group to the family of Worldwide Partners for Rugby World Cup 2023. Their appointment not only reflects the prestige and truly international appeal of our event, but of the power of a growing, global sport to reach and engage new audiences.

“We look forward to working closely with them to deliver what promises to be a very successful and special Rugby World Cup.”

Chief Executive Alan Gilpin added: “Asahi is a Japanese brand with big global ambitions and in many ways this deal reflects the glowing legacy of the 2019 tournament, which has driven huge interest from Japanese and wider Asia brands in Rugby World Cup, having witnessed how successful it can be in bringing a host nation together, attracting fans from around the world and creating new business partnerships.”

The Asahi Group has set the expansion of its global premium nbrands such as Asahi Super Dry as a key strategy. Through partnering with the tournament, it hopes to support the success of the competition while globally growing its brand and business.

The Cup will be held from September 8, 2023 to October 28, 2023, with 20 countries taking part, including Australia.

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