Rugby is built on tradition. So is beer. But sometimes, the things that make us proud — can hold us back.
Asahi Super Dry — a beer brand that challenges convention — brought its progressive spirit to rugby. For too long, the women’s game was harder to find, harder to watch, and even harder to celebrate. Rugby Like Never Before set out to change that — not just how much of women’s rugby people saw, but how they saw it. And how they saw Asahi Super Dry: a brand redefining what a modern, progressive beer can stand for.
We reimagined the women’s game through culture, partnering true rugby communities with World Number One Ellie Kildunne. Together, they became the face and voice of the campaign.
Black Girls Ruck took rugby into fashion, reimagining the iconic jersey for a new generation: bold, powerful, and proudly feminine. Set Piece Social, a queer-friendly collective, helped modernise pubs through our Pub Pledge, transforming 1,200 venues into inclusive viewing spaces. The World Rugby Podcast gave diverse voices a national platform.
Then we cross-pollinated rugby with football, airing our hero film during the Women’s Euros and uniting fans across sport and culture.
By empowering communities instead of speaking for them, we fostered genuine advocacy and belonging. Rugby Like Never Before has become the blueprint for future Asahi activations — proof that purpose and performance can coexist.
More than metrics, our greatest achievement was shifting perception — transforming women’s rugby and beer from male-coded traditions into symbols of modern inclusion.
