Asahi UK

The Beer category is changing, rapidly. Drinkers are drinking less, spending more and retailers are having to react fast. 

41% of us UK drinkers are actively trying to curb our drinking. As we spend more on premium brands and increasingly prefer to drink them at home, retailers are slashing core lines in favour of higher value products. The pubs and bars are following suit with premium beer and spirits pushing up the cost of every round.

Super Premium Retail Principles

Asahi UK identified that shifts in behaviour is a minefield for retail and hospitality businesses to navigate, especially those that lack the data and insight to drill and be guided by.

Asahi UK invested in the identification and development of their channel specific Super Premium Retail Principles. The principles combine market trends, shopper insights, and consumer behaviours with actionable solutions, enabling key customers to drive sales of higher value, higher quality beer.

Supporting the Category Managers at Asahi, we produced an authoritative, navigable booklet combining iconography, typography and photography with invaluable industry insight to make an easily digestible handbook.

The SPRP project and the booklet design have become the benchmark for communicating category insight to customers and across the business.