Asahi UK reveals its plans for 2018

Susanna Forbes

Susanna Forbes

11 October 2017

Recognising the rapid evolution of the beer market and the changing demands of its consumers, Asahi UK revealed a lively set of plans for 2018 for the four key beers in its portfolio, Asahi, Pilsner Urquell, Kozel and Peroni.

With sales figures showing the ‘super premium’ sector in growth, ahead of both premium and standard sectors, Asahi’s research identified six facets of most interest to the key target market: the younger, more affluent drinker. These included authenticity, taste and the brand story, as well as the experience of where the drink was being enjoyed.

The return to Asahi

Asahi Super Dry will return from the care of Shepherd Neame into the Asahi UK family, with a major re-launch scheduled for mid-January – we’ll keep you posted.

Having seen 75% year-on-year volume growth thanks in large part to strategic placing of its beer tanks in key outlets around the country, Pilsner Urquell plans to install five new tanks in 2018.

Highlighting the brand’s commitment to ‘beer served better’, brand manager Quentin Moline pinpointed plans to focus on the ‘classic’ pilsner serves, smooth, crisp and milk, saying ‘It’s all about the foam.’ The Tapster training programme, previously limited to tank sites, will be extended to all customers. Regional incentive programmes will be set in place, with the prize for the top two members of staff of a trip to the brewery in Plzeň.

What's to come...

Kozel, the Czech lager available on draft, will extend its regional activity, with a major tie up with Taste & Liquor, the Birmingham-based hospitality group specialising in pop-up bars, street food markets and festivals. The Kozel App, first launched in 2016 will be upgraded, making it easier for on-trade outlets serving Kozel to get their own events and deals listed.

Peroni’s popular House of Peroni residency will return, continuing with the Made in Italy theme, showcasing top Italian designers and their work, while simultaneously exploring the craft behind the brewing of Peroni. Peroni Ambra, the aperitivo-inspired beer imbued with chinnotto, a citrus fruit from Liguria, looks set to return on a semi-permanent basis following its successful 2017 launch.

Two formats have been confirmed for Peroni Gluten Free, now the gluten-free market leader, with a sharing bottle joining the standard 330ml format.

For those wishing to target the super premium sector more effectively, Asahi UK has produced a handy tips booklet, available to its customers, with useful information on ranging for the on-trade. A seven-step plan suggests how to appeal to both new beer drinkers and the more experienced beer explorer, for example with taps for Entry, Bridge and Explore beers.

The group also revealed its new ‘Moon Pig-style’ beer web-to-print menu service for its customers.


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