Author: Communications Team

Date: 16 06 2023 08:00

Asahi Super Dry and rugby legend, Jason Robinson, create pitch art to pay homage to finest Rugby World Cup moments. 

- Rugby fans vote for their favourite moments to mark countdown to Rugby World Cup 2023.
- Asahi Super Dry, Official Beer of Rugby World Cup 2023, enlists Rugby World Cup winner, Jason Robinson, to help paint Japanese-inspired moments on Webb Ellis Road in Rugby, Warwickshire, to pay homage to the special moments in the hometown of the sport.
- Shane Williams’ ‘Game of My Life’, Jonny Wilkinson’s Rugby World Cup winning drop goal, injury-stricken Ireland defeating France and Scotland’s Chris Paterson’s flawless kicking vs Italy voted most famous Home Nation & Ireland moments.
- Asahi Super Dry is going beyond the expected to reward fans ahead of France 2023 with tickets to the sold-out tournament through retail promotional packs and QR codes on pint glasses in pubs, bars, restaurants.
- Japan’s number-one beer will be giving away RWC 2023 final tickets, semi-final tickets, hundreds of exclusive Beyond Expected branded merchandise.

With under 100 days to go until Rugby World Cup 2023 in France, fans from England, Ireland, Wales, and Scotland have voted for their respective country’s favourite moment from the world’s biggest Rugby Union international tournament. 
Asahi Super Dry, Japan’s no.1 beer and Official Beer of Rugby World Cup 2023, enlisted modern Japanese artist, Inko Ai Takita, to create a beyond expected pitch-art mural paying homage to the special Home Nation & Ireland moments. Adorning a pitch of Rugby Football Club at the ‘Home of Rugby’ on Webb Ellis Road in Rugby, Rugby World Cup winner, Jason Robinson, helped elevate these moments in a never-before-seen way, 20 years on from lifting the Webb Ellis Cup in Sydney, Australia.
Voted by rugby fans, Wales - selected Shane Williams’ ‘Game of my Life’ against New Zealand in 2003, England - chose Jonny Wilkinson’s Rugby World Cup winning drop goal against Australia in 2003, Ireland - favoured Rob Kearney and Conor Murray beating France in 2015 with Scottish fans opting for Chris Paterson’s flawless kicking display to beat Italy in 2007. 
After finishing the pitch-art, Jason Robinson surprised Rugby Lions RFC men’s and women’s team at their local for a round of Asahi Super Dry. He poured pints for local pub visitors and players at The Dun Cow Pub & Restaurant in celebration of being the sole try scorer of England’s famous victory in 2003 with a ‘Beyond Expected’ experience.
Jason Robinson said: “I’m used to running over try lines at the Rugby World Cup, not painting them! This Rugby World Cup will be historic. It’s 200 years since the sport was created by William Webb Ellis in 1823 and 20 years since I scored a try to help England lift the trophy so it’s a brilliant time for new partners such as Asahi Super Dry to get involved in the sport and offer fans a Beyond Expected experience. In rugby we often look at how far we have to go rather than what we’ve already accomplished, so I’m happy to have helped visualise what fans across the home nations have held onto as their favourite moment from previous tournaments.”
As the official beer of the Rugby World Cup 2023, Asahi Super Dry, is offering beer lovers and rugby fans a host of beyond expected experiences, including tickets to the sold-out tournament, and money can’t buy pitch side experiences with unprecedent tunnel privileges to watch the team captain coin toss, be pitch side for the national anthems and more. Consumers can scan QR codes across Asahi Super Dry pint glasses and exclusively designed packs for a chance to win the exclusive prizes. 


Asahi Super Dry will be sold across all 48 Rugby World Cup fixtures. Asahi Super Dry 0.0% will also be available for all fixtures, providing both alcoholic and alcohol-free options for each of the 3 million+ fans attending the competition in person.



About the research
Asahi Super Dry conducted research on 2,000 rugby fans, broken down by 500 fans from England, Scotland, Wales and England, in May 2023. 

About Asahi UK
Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though the portfolio of Super Premium Beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.

Additional research – Top 5 Rugby World Cup moments

England top 5 Rugby World Cup Moments (as voted for by 500 England rugby fans)
1.    Jonny Wilkinson drops for World Cup glory, final 2003
2.    Owen Farrell grins at the All Blacks' haka before semi-final 2019
3.    Jason Robinson slide and punch of the ball after try v Australia, final 2003
4.    Rob Andrew drop goal beats Australia, quarter-final 1995
5.    Kyle Sinckler galloping try v Australia, quarter-final 2019 (or Jonny May runaway try, same match)
Scotland top 5 Rugby World Cup moments (as voted for by 500 Scotland rugby fans)
1.    Chris Paterson's goal-kicks get Scotland past Italy 2007
2.    Gavin Hastings' four tries and 44 points v Ivory Coast, 1995
3.    Tommy Seymour try to put away Japan's giant-killers, 2015
4.    Gregor Townsend in Scotland orange shirt drops goal in win over Samoa, 1999
5.    Winning try late in the match for Tom Smith v Fiji 2003
Wales top 5 Rugby World Cup moments (as voted for by 500 Wales rugby fans)
1.    Shane Williams dances over v the All Blacks 2003 ("the game of my life")
2.    Gareth Davies breakaway try beats England at Twickenham 2015
3.    Wales outlast the Wallabies, Tokyo 2019
4.    Jonathan Davies slices through Ireland, quarter-final 2011
5.    Robert Jones's kick-and-chase try beats England, quarter-final 1987
Ireland top 5 Rugby World Cup moments (as voted for by 500 Ireland rugby fans)
1.    Ireland defy injuries to beat France with Rob Kearney and Conor Murray tries, 2015
2.    Stephen Ferris carries Will Genia like a rag doll, Eden Park 2011
3.    Keith Wood's four tries v USA in Lansdowne Road, 1999
4.    Gordon Hamilton try v Australia, Lansdowne Road 1991
5.    Keith Wood's farewell hug from Fabien Galthie 2003

Related Media