Asia Remains Key Growth Market for International Beer Brands: Asahi Super Dry’s Global Strategy could Ripple Across the Region
Asahi Super Dry has appointed Havas as its new global creative agency.
The decision, following a rigorous pitch process managed by consultancy AAR, marks a significant milestone for the brand, with Havas tasked to lead creative strategy across all international markets, excluding Japan.
This development highlights Asahi’s ambitions to strengthen its foothold worldwide, leveraging Havas’ creative expertise to propel its brand vision.
“Asahi Super Dry is more than just a beer; it’s a cultural icon with the potential to be a top 10 global brand,” said Mark Whelan, Havas UK Chairman and Group Chief Creative Officer.
“We’re thrilled to partner with Asahi on this journey. It’s not just business—it’s personal, as this happens to be my favourite beer!”
The selection of Havas underscores Asahi’s commitment to innovation and creative storytelling.
With Havas London at the helm and support from Havas Media Network agencies globally, the partnership aims to translate Asahi’s premium appeal into a unified global narrative.
Strategic Vision Meets Creative Excellence
For Asahi Europe and International’s Category and Global Brands Director, Małgorzata Lubelska, the choice was clear.
“Strategically and creatively, Havas impressed the team over the course of a rigorous pitch process. We’re excited to start this next chapter of growth together.”
Havas’ appointment comes at a time when global beer brands are doubling down on digital, experiential, and culturally relevant marketing strategies to capture new demographics.
With Asahi’s strong heritage and commitment to quality, the brand is primed to craft campaigns that resonate universally.
Why This Matters in Asia
Asia remains a key growth market for international beer brands, and Asahi Super Dry’s global strategy could ripple across the region.
While Japan is excluded from Havas’ remit, the creative synergy could influence how Asahi positions itself against local competitors in high-potential markets like Southeast Asia, where consumers increasingly value premium and lifestyle-centric beer experiences.
This collaboration signals the evolving dynamics between global brands and creative agencies, highlighting the role of collaborative and ambitious partnerships in driving international success.
Asahi’s partnership with Havas is more than a strategic alignment—it’s a toast to a new era of creativity, designed to bring Asahi Super Dry closer to the hearts of beer lovers worldwide.
