Asahi is evolving its multipack strategy to help retailers counter the decline in traditional 330ml and mainstream brand formats.
The brewer is introducing new 440ml can packs across its premium brands to protect retail sales and margins while reflecting changing shopper needs.
Peroni Nastro Azzurro will add a 10x440ml format, while Asahi Super Dry will launch a 4x440ml pack aimed at at‑home occasions. The move follows sustained pressure on small-pack 330ml cans, which are down 26% in value as shoppers look for better perceived value. While mainstream brands’ 440ml cans have fallen 4.6% year on year, the premium 440ml segment is growing at double digits, up 29%.
The shift comes as cans continue to extend their lead in convenience, with the format now accounting for almost 74% of category share in the latest year. Within Asahi UK’s lineup, Peroni Nastro Azzurro’s existing 4x440ml already delivers the second‑highest value rate of sale among premium four‑pack cans, and the new 10x440ml is expected to trade shoppers up and outperform competitors. Asahi Super Dry has grown 23.3% in convenience volume over the past year, led by its 620ml bottles and 4x330ml pack, and the brand expects momentum to build with the transition to 440ml.
Asahi Super Dry 4x440ml and Peroni Nastro Azzurro 10x440ml are rolling into Bestway, Dhamecha, Parfetts, Booker and Filshill in March, with Co‑op, Nisa and Costcutter to follow in April. Retailers seeking category guidance can access Asahi UK’s trade hub, Asahi Super Sales.
