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Global premium brand Asahi Super Dry
becomes the Official Beer for Rugby World Cup France 2023

27 Apr. 2021
Asahi Group Holdings, Ltd.

Tokyo, Japan -- April 27 2021 -- Asahi Group Holdings, Ltd.'s Global Premium Brand Asahi Super Dry has been selected as the Official Beer for Rugby World Cup 2023 in France. The partners share a passion for excellence & creating unforgettable moments and we aim to share the drama, thrills and success of the tournament with rugby teams and fans through proudly showcasing the unique SuperDry (Karakuchi) taste of Japan’s leading beer.

WORLDWIDE PARTNER

At Rugby World Cup 2019, rugby fans enjoyed and embraced the unique taste of modern Japan and we are excited to bring this experience to more fans in 2023. Asahi Super Dry will be served at the tournament’s iconic host cities and around the world and fans can look forward to perfect serving of this unique beer.

The Asahi Group has set the expansion of Global Premium Brands such as Asahi Super Dry as a key strategy. Through partnering with the world-class tournament Rugby World Cup 2023, we support the success of the competition while globally growing our brand and business.

Comments from the Partners

Comment from World Rugby Chairman, Sir Bill Beaumont:

"We are delighted to be welcoming Asahi Group to the family of Worldwide Partners for Rugby World Cup 2023. Their appointment not only reflects the prestige and truly international appeal of our event, but of the power of a growing, global sport to reach and engage new audiences. We look forward to working closely with them to deliver what promises to be a very successful and special Rugby World Cup."

Comment from World Rugby Chief Executive, Alan Gilpin:

"Asahi is a Japanese brand with big global ambitions and in many ways this deal reflects the glowing legacy of the 2019 tournament, which has driven huge interest from Japanese and wider Asia brands in Rugby World Cup, having witnessed how successful it can be in bringing a host nation together, attracting fans from around the world and creating new business partnerships."

Asahi Europe & International – Chief Marketing Officer Grant McKenzie

"Rugby World Cup France 2023 and Asahi Super Dry share a declared passion for creating memorable and moving occasions. Through this partnership, Japan’s leading beer, Asahi Super Dry, will be delivered to a truly global audience in over 200 territories. We look forward to sharing the unique taste of modern Japan with rugby fans around the world."

Tournament Summary

Contract Details Rugby World Cup France 2023
Organization World Rugby
Host Country France
Tournament Period September 8, 2023 (Fri) ~ October 28, 2023 (Sat) *Local time
Participating Countries 20 Countries
South Africa, England, Wales, New Zealand, Japan, France, Australia, Ireland, Scotland, Italy, Argentina, Fiji
*Remaining 8 countries will be determined by a global qualification process

Contract Outline

Contract Details Rugby World Cup France 2023 Worldwide Partner
Contract Company Asahi Breweries, Ltd.
*However, the same rights can be exercised at Group companies overseas.
Contract Period From April 27, 2021 thru December 31, 2023
Area World (Global)