Asahi Super Dry Reveals Multi-Million Seek, Find & Win Competition to Drive Brand Fans and Premium Beer Lovers to Their Local Bars and Retailers

Complimentary pints, exclusive merchandise and trips to Japan available in Asahi Super Dry's multi-million-pound promotion to drive consumers to their favourite bars, restaurants, pubs and retailers over the summer.

Dedicated Point of Sale (PoS) support available for pubs, bars and retailers to drive premium fans into outlets and support the on-trade hospitality sector.

New creative partnership with musician and visual artist Hisham Akira Bharoocha will offer striking new packaging, creating unmissable impact.

London, UK. Asahi Super Dry, the fastest-growing premium lager brand, is encouraging premium beer lovers to 'Seek, Find & Win' this summer when they visit pubs, bars and retailers to claim a variety of prizes as a reward for their loyalty.

Thousands of prizes are available, including complimentary pints, and exclusive merchandise, as well as trips to Japan, the home of Asahi Super Dry.

Live from 20 July 2026, 'Seek, Find & Win' is a multi-million-pound campaign aligned to Asahi Super Dry's new global brand platform, Seek What Is Unique, which guides premium beer drinkers to a more interesting side of life and encourages them to explore a world of colour, creativity and symbolism.

The campaign sees Asahi Super Dry roll out a new limited-edition can & bottle design – encouraging shoppers to 'Seek, Find & Win' prizes designed by multimedia artist Hisham Akira Bharoocha.

Bharoocha's design will be rolled out across 1 million packs of Asahi Super Dry – 12x330ml bottle and 4x440ml can packs, as well as Asahi Super Dry 0.0% 4x330ml can packs.

UK consumers who discover the unique bottle or can in these packs will win one of several trips to Tokyo, Japan with a guest. Bharoocha's creative designs and innovative packaging concept will also include exclusive PoS and merchandise to ensure Asahi Super Dry is unmissable in convenience stores and grocery retailers.

'Seek, Find & Win' will also be present in the on-trade, where consumers will be challenged to find tokens in an AR digital world, in all Asahi Super Dry draught stockists. Prizes include merchandise, pre-loaded credit cards to be redeemed on pints, and one of four trips to Tokyo. The brand will give away up to 10,000 pints via these credit cards across England, Wales and Northern Ireland by the time the activation ends in September. In Scotland, there will be hundreds of merchandise prizes available, as well as the trips to Tokyo.

To launch 'Seek, Find & Win', the brand will debut an evolving Piccadilly Lights execution that translates Bharoocha's distinctive creative world through generative AI, bringing his artistry and the brand's values of uniqueness and expression to life at scale.

The campaign, created by Havas London and Prose on Pixels in collaboration with Bharoocha, will show more than 400 unique designs over the course of the week. This will be supported by additional outdoor advertising for the first week, alongside social and online video until the end of September.

Asahi Super Dry will also bring the campaign to life through 'Asahi Seeks: Hidden Tokyo', a Tokyo-inspired cultural experience inviting audiences to Seek, Find & Win. For one night only, this will engage with consumers through a live immersive backstreet environment, large-scale digital screens, evolving artwork, music programming and gamified discovery mechanics.

Rob Hobart, Marketing Director at Asahi UK, said: “Asahi Super Dry is built on daring to be different, and Seek What is Unique is a perfect way of showcasing that ethos. We're thrilled to be giving back to our partners and consumers who have made Asahi Super Dry's impressive double-digit growth possible in recent years, with a giveaway promotion that is guaranteed to engage our target audience and drive sales, profits and footfall.”

'Seek, Find & Win' follows a period of strong growth for Asahi Super Dry. The brand is now the number one by value rate of sale in pubs nationwide and in all hospitality venues in London, following its recent campaign around the Women's Rugby World Cup last year, which reached 44% of all 18-34 sports fans.

Terms & Conditions

Off trade promotion: UK and ROI. 18+. Purchase Necessary. 08:00 BST 20/07/26 – 23:00 BST 30/09/26. Purchase a promotional pack of 12x330ml bottle Asahi Super Dry, 4x440ml can Asahi Super Dry or 4x330ml can Asahi Super Dry 0.0% in participating stores or online. Total eleven (11) winning packs available: six (6) UK and five (5) ROI. UK: one (1) winning pack distributed in each of the following: Tesco, Sainsbury's, Waitrose, Co-op, The Bestway Group and one (1) randomly at any participating UK retailers. ROI: one (1) winning pack distributed in each of the following: Tesco Ireland, Musgrave Retail Partners Ireland (SuperValu or Centra) and three (3) randomly at any participating ROI retailers. UK Prizes: Six (6) trips to Tokyo for the winner and guest (both 18+) including 4* accommodation, return flights and £2,500 spending money. ROI Prizes: Five (5) Dining Experiences to the value of €450 for winner and guest (both 18+). To redeem prize, scan QR code on product or visit asahicompetitions.com/seek-what-is-unique/claim and enter your name, unique code and email address. Retain original winning product and receipt. Max 1 prize per person. No cash alternative. Exclusions apply. Promoter: Asahi UK Ltd, Griffin Brewery, Chiswick Lane South, London, W4 2QB, England. Full terms: asahibeer.co.uk/promotional-terms-and-conditions.

On trade promotion: UK & ROI. 18+. No purchase necessary. 00:01 GMT 20/07/26 – 23:59 GMT 13/09/26. Scan QR code in participating venues or visit https://asahisuperdry.smartwallet.app/login/asahisuperdry/seekfindwin/, access the Asahi wallet and follow instructions to locate and collect a digital Asahi token. Max one (1) entry per person per day. Instant win prizes available via random winning moments: pint vouchers (max £7.25/€9), merchandise and Tokyo trips. UK: four (4) Tokyo trips for winner and guest (both 18+) including five (5) nights' 4* accommodation, return flights and £2,500 spending money three (3) trips prizes via instant win, one (1) via prize draw. ROI: one (1) Japanese dining experience for winner and guest (both 18+). Eligible participants who collect an Asahi token during the promotional period will automatically be entered into the relevant prize draw for their territory (UK or ROI). Prize draw conducted within seven (7) days of closing date. Max one (1) pint voucher per person per day and max one (1) of each other prize type per person during the promotional period. No cash alternative. Internet access and smartphone required. Promoter: Asahi UK Ltd, Griffin Brewery, Chiswick Lane South, London, W4 2QB, England. Full terms: https://www.asahisuperdry.co.uk/terms

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. 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.

Notes to Editors

For further information please contact: Shoma Amin | Shoma.Amin@asahibeer.co.uk | 07788 345 806

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