Beers Aren’t Just For The Boys: Asahi & The Future of Rugby

Beer and rugby have always gone hand in hand. But this year, the script is changing. Asahi Super Dry, Japan’s most iconic beer, is making a statement that pints are not just for the lads in muddy boots. With their new “Rugby Like Never Before” campaign, Asahi is shining the spotlight on women’s rugby and a new generation of fearless fans.

At the heart of it is Ellie Kildunne, World Rugby Women’s Player of the Year, who fronts a cinematic film that blends fashion, fandom, and sport. Set against a modern Japanese-inspired backdrop, it celebrates confidence, individuality, and the culture that is growing around women’s rugby. It is not just about match days, it is about the communities that are redefining what rugby fandom looks like.

Asahi is showing that beer culture can evolve. It is about more than pints in the pub. It is about inclusivity, creativity, and making space for everyone at the table. Whether you are a die-hard rugby fan or just in it for the atmosphere, Asahi Super Dry is inviting everyone to raise a glass.

The Taste That Travels

Asahi has always been a beer built differently. Born in Tokyo in 1987, it created the world’s first “Karakuchi” or super dry lager. Crisp, clean, and endlessly drinkable, it changed what beer could be. That same spirit of innovation is what makes Asahi the perfect fit for this new wave of rugby culture. It is not stuck in the past. It is moving things forward.

We love the message this campaign promotes. Beer is for everyone, and Asahi is backing that up on the global stage with the Women’s Rugby World Cup 2025 right here in England. Whether you are celebrating a try in the stands, or sharing picky bits at home while the match plays in the background, Asahi is the beer that belongs in your hand.