Asahi Super Dry set to launch Tokyo-inspired pop-up event in Manchester

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Japanese beer brand Asahi Super Dry is set to launch a pop-up event at The New Cross in Manchester on 18 and 19 April ahead of Manchester City’s game against Arsenal.

Asahi Super Dry is the official global partner for Manchester City and the official beer partner for Arsenal and will decorate the venue as a vibrant Tokyo-inspired backstreet space.

The two-day pop-up event will feature a live graffiti wall, nail art and tooth gem stations and other interactive experiences across the two days.

Consumers will also be able to try Asahi’s full range of chilled alcoholic and non-alcoholic beverages with Asahi Super Dry and Asahi Super Dry 0.0% offered from a custom-built bar throughout the event.


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Richard Whitty, director of Asahi Super Dry & Portfolio Brands at Asahi UK, said: “With such a monumental fixture on the horizon in the Premier League title race, we wanted to create a moment that reflected the energy and excitement around it whilst bridging the gap between sports and culture to bring a truly unique experience to Manchester.

“Some of the most experienced and influential voices for both clubs, a range of interactive elements and, of course, the fans, brought together to enjoy a cold Asahi Super Dry, felt like the perfect way to mark the occasion.”

Additionally, attendees can customise their own jerseys with designer Navinder Nangala, who created the limited-edition garments for the event.

The brand is also set to host a live panel discussion on Saturday with Arsenal and Manchester City midfielder Patrick Vieira and Manchester City Women’s 3x WSL winner Steph Houghton.

The pop-up will run from 2pm to 7pm on Saturday and between 12pm and 5pm on Sunday.

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Asahi Super Dry set to launch Tokyo-inspired pop-up event in Manchester

pop-up

Japanese beer brand Asahi Super Dry is set to launch a pop-up event at The New Cross in Manchester on 18 and 19 April ahead of Manchester City’s game against Arsenal.

Asahi Super Dry is the official global partner for Manchester City and the official beer partner for Arsenal and will decorate the venue as a vibrant Tokyo-inspired backstreet space.

The two-day pop-up event will feature a live graffiti wall, nail art and tooth gem stations and other interactive experiences across the two days.

Consumers will also be able to try Asahi’s full range of chilled alcoholic and non-alcoholic beverages with Asahi Super Dry and Asahi Super Dry 0.0% offered from a custom-built bar throughout the event.


Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning


Richard Whitty, director of Asahi Super Dry & Portfolio Brands at Asahi UK, said: “With such a monumental fixture on the horizon in the Premier League title race, we wanted to create a moment that reflected the energy and excitement around it whilst bridging the gap between sports and culture to bring a truly unique experience to Manchester.

“Some of the most experienced and influential voices for both clubs, a range of interactive elements and, of course, the fans, brought together to enjoy a cold Asahi Super Dry, felt like the perfect way to mark the occasion.”

Additionally, attendees can customise their own jerseys with designer Navinder Nangala, who created the limited-edition garments for the event.

The brand is also set to host a live panel discussion on Saturday with Arsenal and Manchester City midfielder Patrick Vieira and Manchester City Women’s 3x WSL winner Steph Houghton.

The pop-up will run from 2pm to 7pm on Saturday and between 12pm and 5pm on Sunday.

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