Asahi Super Dry Calls on Pubs & Venues to Commit to Screening Women’s Rugby World Cup 2025 Games to Receive Free Support

As part of the Rugby Like Never Before campaign, Asahi Super Dry – Japan’s number one beer – is calling on pubs and venues across the UK to help make women’s sport more visible, celebrated, and accessible than ever before.

By joining the UK-wide Pub Pledge, you'll commit to screening this year's biggest showcase of professional women's rugby. Asahi Super Dry will provide full support, including activation kits, POS, and visibility on the new Fanzo Bar Finder app to help fans find you.

Together with our customers, we’re creating a national movement to amplify the women’s game and elevate the in-pub viewing experience for a new generation of fans.

Rob Hobart, marketing director at Asahi UK, said: “As the official beer of the Women’s Rugby World Cup 2025, Asahi Super Dry is committed to championing the tournament and our valued on-trade partners who show the games in their venues.”

“Our Pub Pledge enables us to identify the pubs and bars across the country that are gearing up for the games and ensure that our dedicated sales teams can provide them with everything they need to make it an unmissable event for their customers.”

As the tournament approaches, Asahi Super Dry is giving fans the chance to win tickets to games and branded prizes by scanning QR codes on glassware and playing a mobile game. The brand is also investing in digital and outdoor advertising and is offering exclusive, money-can't-buy experiences, highlighting its partnership with women's rugby.

Women’s rugby is continuing to go from strength to strength, now boasting 1.5 million fans in the UK alone. Women’s domestic sport achieved its most-watched year last year, with 44.7 million viewers, up +19% vs 2022.^[1]

To join the pledge, contact: pubpledge@asahibeer.co.uk or visit https://uk.asahisuperdry.com/gb/wrwc/pub-pledge

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NOTES TO EDITORS

For further information please contact:

Shoma Amin | Shoma.Amin@asahibeer.co.uk | 07788 345 806

About Asahi UK

Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though the portfolio of super-premium beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale, and cider brands, which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking-based business is focused on developing quality, super-premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.

^[1] Women’s Sport Trust 05/02/25, 15/05/24, * Rugby world Cup 24/03/25, Sport Broadcast 17/02/2025, Wavemaker April 2025

For further information please contact:

Shoma Amin | Shoma.Amin@asahibeer.co.uk | 07788 345 806

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