Asahi Europe and International Appoints 180 Amsterdam as Global Creative Agency

Asahi Europe and International has partnered with 180 Amsterdam to evolve its Asahi Super Dry brand position and propel the brand’s growth in existing and new markets, after the agency won a four-way pitch run by search consultancy The Observatory International.

The iconic Japanese beer brand will work with 180 Amsterdam to help build a global platform for Asahi Super Dry that can extend across the product portfolio, new product innovations and partnerships, not only across the European and Asian markets but also globally.

In 1987 Asahi’s Japanese brewers were inspired by dry Sake to look at beer differently. Asahi designed a beer that was crisp and dry with a quick, clean finish that pairs well with food, preparing you for the next bite.

In recent years Asahi Super Dry has shifted from a Japanese restaurant staple to a more widely available premium beer under the management of Asahi Europe & International, custodian of some of the most famous beer brands in the world. The brand has built a number of global partnerships including with Rugby World Cup 2023 and City Football Group. The brand’s next chapter will further push the beer’s position as a Super premium beer, inspired by modern Japan.       

Stephen Corlett, COO of 180 Amsterdam said of the appointment, “We’re thrilled. Asahi Super Dry is a great brand, a terrific product and, importantly, they are a brilliant team. We’re super excited about the future.”

Diana Simon-Bruns, global head of brand at Asahi Super Dry said, “The team at 180 Amsterdam demonstrated the type of fresh integrated thinking and collaborative spirit that we need. We look forward to working together to further grow Asahi Super Dry’s footprint around the world.”

The work will be led by 180’s Amsterdam hub, pulling in expertise from across 180’s global ecosystem.