Marketing Strategy for Asahi Breweries
March 19, 2024 Asahi Breweries, Ltd.
Overview of 2023 Marketing Initiatives
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2023 Review
In addition to improving brand value primarily for Super Dry, we worked hard to create various new innovative products and create new value with a view to 2024 and beyond
ⒸASAHI GROUP HOLDINGS. All rights reserved. | 3 |
2023 Review: Beer
Offered a more diverse choice of beer and new drinking settings and scenarios
- A return to beer following the liquor tax revisions, boosted Super Dry (excluding Dry Crystal) sales volume by +4% YoY
- Proposed new lifestyles with future-oriented beer products
- Launched SHOKUSAI premium beer as the second new Nama Jokki Can
- Held a Beer Revival General Election to reissue past products as candidates
5,000 | (10,000 persons) | Number of beer purchasers | |||
4,000 | |||||
3,000 | Number of people | ||||
buying new genres | |||||
2,000 | |||||
'20 | '21 | '22 | '23 | '24 |
Source: Asahi Breweries own research
ⒸASAHI GROUP HOLDINGS. All rights reserved. | 4 |
2023 Review: Rugby World Cup
A great opportunity to raise awareness of Super Dry among customers worldwide through local match venues, fan zones, TV commercials
- Offered Super Dry at local match
menus and fan zones
(Record attendance at a rugby world cup of approx. 2.4 million)
- Over 800 million global TV viewers
- Our "Aaah!" "SUPER TRY" advertising slogan was talked about in Japan too
- Over 100,000 people took part in the public viewings in Japan
- The number joining in the communal toast at the public viewing set a new Guinness Book record
ⒸASAHI GROUP HOLDINGS. All rights reserved. | 5 |
2023 Review: Launch of Dry Crystal
Our Dry Crystal released in October 2023 successfully sparked new demand for beer
Sales topped 1 million boxes* | Acquired a different purchaser |
roughly 1 week after release | demographic to Super Dry |
(*Based on 20x633ml large bottles per box)
Dry Crystal | Super Dry | |||||
20 | % | |||||
10 | ||||||
0 | ||||||
20s | 30s | 40s | 50s | 60s | 70s~ |
ⒸASAHI GROUP HOLDINGS. All rights reserved.
Source: Intage SCI (Age 20-79) composition of beer-type product purchaser | |
volumes between October 2023 and January 2024 | 6 |
2023 Review: Improved Beer Product Mix
Consistently improved product mix through continued investment in core brands and strategic
pricing | Liquor tax | Price | Price revision | |
revision | revision | Liquor tax revision | ||
120 | October 2023 | |||
Dry Crystal launch | ||||
115 | ||||
March 2022 | ||||
110 | Super Dry full-scale renewal | |||
105 | September 2021 | |||
Asahi Nama Beer launch | ||||
100 | April 2021 | |||
Nama Jokki Can launch | ||||
95 | ||||
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 | ||||
'20 | '21 | '22 | '23 | Unit sales price (excl. liquor tax) of Asahi Breweries |
beer-type volume (2019=100)
ⒸASAHI GROUP HOLDINGS. All rights reserved. | 7 |
2023 Review: Asahi RTD INNOVATION 2025 Launch
Developed innovative products based on their emotional value to customers as part of our aim to expand RTD business 1.5 times by 2025 vs. 2022
Launched four new brands | Trial online-only sales of new brand |
one after the other | that uses full open-can technology |
in limited regions |
Tohoku area
Chugoku, Shikoku area
Tokai, Hokuriku area
Kyushu area
ⒸASAHI GROUP HOLDINGS. All rights reserved. | 8 |
2023 Review: Smart Drinking
Created new smart drinking (Sumadori) opportunities and expanded customer choice
Smart drinking awareness roughly doubled
30 | % | ||||
20 | |||||
10 | |||||
0 | |||||
Jan. | Apr. | Jul. | Oct. | Jan. | |
'23 | '24 |
Source: Asahi Breweries
Implemented Yoshimoto Kogyo collaboration Opened THE 5th by SUMADORI-BAR
Pre-releasedAsahi Zero in Kinki area in October
ⒸASAHI GROUP HOLDINGS. All rights reserved. | 9 |
Marketing Strategy for 2024 and Beyond
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Asahi Group Holdings Ltd. published this content on 19 March 2024 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 19 March 2024 04:14:00 UTC.