pm were invited by Japan based incumbent agency Dentsu and Asahi Beverages to project manage their biggest sales based experience in South East Asia to date.

Asahi is Japan’s number one selling beer. Steeped in history, the brand has been a mainstay in its country of origin for years, but it has only been over the last decade that the brand has been actively targeting sales in regions, including Australia.

pm were invited by Japan based incumbent agency Dentsu and Asahi Beverages International to project manage their biggest sales based experience in South East Asia to date. The Premium Media team were flown to Japan to meet with the Asahi International Brand  team, touring the companies brewery and Tokyo based property, with the aim of recreating the Asahi Extra Cold experience in Sydney.

pm spent 10 months on the project, selecting a Sydney CBD venue based on the desired audience and surrounding on premise business. Premium Media managed all planning, licensing approvals, venue design, construction, theming and delivery to a pm appointed F&B supplier.

The outcome was a bespoke, branded Asahi Extra Cold experience venue, designed to meet sales targets over the 85-day operation. At the project’s conclusion, the venue had exceeded the brands targets, achieving the required amount of serves in the first 35 days of operation and beating the on-premise targets for on-tap representation in the Sydney CBD. The  Sydney operation has also been the most successful operation to date, from a regional roll-out that has included, six Tokyo based and two South Korean based, Asahi venues.


Development Application Management

Licensing

Compliance

Brand Consultation

Building & Construction

Site Management

Venue Design

F&B Management

 

pm were invaluable to this project, without them, this project simply would not have happened. They have been amazing to work with, pulling off the impossible, with an eye on every single facet of the project, working between multi-national teams, multi-lingual teams, supplying us with a thorough understanding of the project at each and every turn. Thank you!
— Katie Jane – Michaels – Group Account Director Dentsu Aegis