Japanese brewer Asahi is set to launch a £2 million campaign to support British pubs ahead of the Women’s Rugby World Cup, taking place across England from 22 August.
With on-trade visibility kits, a national promotion with QR-code glassware prizes, and Fanzo app integration to help drive footfall, the campaign will look to help pubs and bars tap into the growing women’s rugby audience.
The promotional push will be further amplified by partnerships with online publication SportBible, Hypebeast and the official Women’s Rugby World Cup 2025 podcast.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“The Women’s Rugby World Cup 2025 is set to be bigger than ever, and we’re proud to be the official beer, driving this incredible momentum within the on-trade,” said Rob Hobart, marketing director at Asahi UK.
“Our significant investment, from Fanzo app integration to on-glassware promotions and comprehensive venue support, ensures that pubs and bars are fully equipped to engage with this passionate fanbase and boost their sales through what promises to be a fantastic tournament.”
The beer brand’s ‘Rugby Like Never Before’ creative will also include England and Harlequins star Ellie Kildunne (above), who will front assets in a bid to drive visibility.
