July Beer Sales: Asahi UK Update

Please attribute all quotes to Rob Hobart, Marketing Director at Asahi UK, unless otherwise stated.

We have seen a +22.6% increase in beer sales during week 4, w/e 27 June 2026 in the off-trade, and +15% in the on-trade during the same period.

At Asahi UK, our premium portfolio drove the late-night celebrations. During the post-match peak between 12 AM and 4 AM, Asahi Super Dry and Peroni Nastro Azzurro saw a staggering volume surge of over 2,030% compared to the previous week.

Beer has overtaken wine, growing +9% (vs YA) for the first time since the tournament began. We’re not surprised by this as each tournament sees customers more likely to opt for beer when celebrating a social event, as a direct result of brand and retailer presence.

In pubs and bars, draught premium world lager has increased by +3.8pp w/e 27 June 2026 and premium cider has gone up +1.1pp during the same period.

Recent heatwaves have created the strongest trading environment so far this year, driving double-digit growth versus a year ago.

The sales increase we’ve seen underline a wider customer trend we’ve seen for years. Whether they’re in a pub, bar or at home, customers are drinking less but are more willing to trade up to a premium option when they do. As the tournament reaches its climax, we expect to see this becoming even more prevalent, with premium brands growing in share.

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

For more information:

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

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