Asahi Super Dry and Resident Advisor invite beer lovers world-wide to experience Japan through the world’s first virtual experience with spatial audio 

Asahi Super Dry, the No.1 Japanese Beer in the UK[1], is partnering with influential electronic music platform Resident Advisor, to invite consumers to “Discover Tokyo” and immerse themselves in the world’s first virtual experience with spatial audio. Taking place from the 26th March 2021, the global event will take consumers on a 45-minute journey through the streets of Japan’s capital city, with original music composed by three renowned artists: DJ Nobu, Honey Dijon and Kerri Chandler.

Following a year of incredible growth, Asahi Super Dry value sales have soared by +90.6% YOY[2] in the Impulse channel, contributing an additional £2.4M[3] to the Super Premium Beer category. From this month, the “Discover Tokyo” activity will reach an estimated 5.7M users and achieve 16.8M impressions in the UK alone. In addition, the “Discover Tokyo” activity will also be supported through targeted media activity this summer. A bespoke Time Out partnership in the UK will promote the event and offer exclusive bundles and offers. There will also be an influencer activity underpinning activity in the week leading up to the event.

Managing Director of Asahi UK, Tim Clay, said: We want to continue to build on the success of Asahi Super Dry and ensure that we are keeping it front of mind for consumers. The Super Premium Beer category continues to grow in popularity and Asahi Super Dry is perfectly placed to cater to this growing demand, particularly after having been recently voted the #1 Best Selling and #1 Best Trending Beer brand[4]. “Discover Tokyo” has been created to celebrate modern Tokyo, and its thriving art and music culture scene. We are delighted to be partnering with Resident Advisor and delivering a truly unique sensory experience for audiences across the globe.”

Mastered using Spatial Audio, multi-dimensional sound can be heard through any set of headphones. Those tuning in will also be able to chat with people from around the world within virtual and private spaces, order Asahi Super Dry to their front door and enter competitions.

The “Discover Tokyo” activity is part of a three-year partnership deal between Asahi Super Dry and Resident Advisor. The event follows on from the 2019 award-winning Listening Bar documentary series.

[1] CGA BrandTrack 2018

[2] Nielsen Total Impulse / Independents Latest 52 Weeks w.e. 20.02.2021

[3] Nielsen Total Impulse / Independents Latest 52 Weeks w.e. 20.02.2021

[4] The Drinks International Annual Brands Report 2021

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