Asahi Super Dry x Rugby World Cup 2023

Client: Asahi Super Dry
Event: Rugby World Cup 2023, France
Role: Event Lead – VIP Hospitality & Pre-Match Experiences

The Brief:

Asahi Super Dry was the global partner and official beer sponsor of the Rugby World Cup 2023, hosted across France in September and October. In line with the brand’s elevated presence, we were tasked with curating and delivering a series of premium, immersive hospitality experiences for VIP guests across the tournament.

As part of the official VIP programme, the objective was to design and execute a range of hospitality welcome and pre-match events across France - each one tailored to reflect the clients contemporary new brand ‘Asahi Super Dry’s Silver World’. This reimagined brand identity - urban, progressive, and inspired by “Japan by night” - encapsulates Asahi’s signature dry, crisp taste through sleek, modern visuals and experiences.

Key goals:

  • Deliver unforgettable, high-end guest experiences

  • Seamlessly integrate product into every element

  • Immerse attendees in the Asahi Super Dry Silver World

My role:

As Event Lead for 10 “out-of-stadium” VIP experiences in locations including Paris, Monaco, and Nice, I was responsible for the complete event lifecycle - from creative conception through to on-site execution. This included:

  • Ideation, planning, and management of each event

  • Coordination with Asahi’s technical team for bespoke bar builds and installations

  • Collaboration with Asahi France for product distribution and logistics

  • Ensuring brand-perfect beer service—adhering to precise standards for pour angle, glass care, and beer-to-head ratio

Working hand-in-hand with Asahi Group Holdings product experts, we ensured every guest enjoyed the perfect serve, with staff trained onsite to deliver an exceptional tasting experience.

End Result:

The launch and closing events were pinnacle moments—designed to captivate, impress, and celebrate the brand. These featured:

  • Live VJ + DJ performances blending custom-created Asahi Silver World visuals with curated audio

  • Branded content and assets developed for reusability across the event series, supporting sustainability and budget effectiveness

  • Immersive environments combining contemporary design with dynamic light and motion

  • Premium entertainment including Q&As with high-profile talent and elegant hospitality touches like bespoke catering

Each event retained a consistent core aesthetic while adapting to suit its unique venue. Iconic elements - such as the display of the Webb Ellis Cup - added wow moments that further elevated the guest experience.

From concept to execution, the series delivered on every objective:

  • Fully branded experiences aligned with Asahi’s global image

  • Consistent delivery of perfect beer service

  • Memorable guest moments throughout the Rugby World Cup journey

Ultimately, the VIP hospitality events offered a distinct and immersive entry into the Asahi Super Dry Silver World, leaving guests with unforgettable memories from RWC23.