By Deborah Jackson, editor National Liquor News

Asahi Super Dry this week launched an integrated campaign across TV to be followed by cinema, print, outdoor, on- and off-premise, in-store and online over a four month period.

This is the second Australian TVC for the brand and aims to affirm the beer's standard for quality and taste through the creative ‘Above All Else’.

Above All Else is the largest investment made by the brand for the Australian market to date and will be live until the end of 2015 with extensive visibility on free to air and subscription TV including prime positioning across the debut of The Walking Dead season six, Spring Racing Carnival and the Rugby World Cup. 

In a statement, Asahi Premium Beverages said: “Above All Else is an idea that gives the Australian consumer the chance to explore the care, craft and precision that goes into creating each and every Asahi Super Dry. The integrated campaign will reflect the precision and pride that makes Asahi Super Dry a globally renowned brand.”

Michael Vousden, senior category manager – beer (Australia), said the integrated campaign is a strong representation of the product and the brand, appropriately supporting Asahi's recent growth in the Australian market, now the 5th largest premium international beer brand by volume for the quarter (IRI-Aztec, end June 2015). 

"The TVC, Above All Else, is a celebration of Asahi Super Dry. The creative asserts the products heritage, quality and taste and reinforces why Asahi Super Dry is one of Australia's favourite imported beers. Last quarter we saw Asahi Super Dry marked as one of the fastest growing brand in the top 10 premium international brands, both by volume and value," Vousden said.

Last month, Asahi Super Dry announced a new packaging rollout across Australia for its bottled 330ml product six-pack baskets and cartons.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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