Asahi's new campaign, Every Serve Matters, produced by Global Bartending, aims to educate the hospitality sector in producing the perfect pint.
The campaign will showcase Asahi's four brands and the way in which they should be served: Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell and Grolsch Premium Pilsner.
Global Bartending has employed 30 trainers worldwide to work in partnership with Asahi Brands. The campaign will be available in 20 cities across Europe, the US, Canada, South America and the UAE, with the aim of reaching more than 3,000 outlets in 2021.
Founder of Global Bartending Dan Dove said: "After an extremely difficult year we would like to reignite the passion for pouring the perfect serve by educating the hospitality sector on four key Asahi brands. This is our biggest quality-focused campaign ever and we hope to reach people all over the world, sharing the knowledge of our top trainers with the industry, fundamentally helping drive profit back into bars"
Gareth Morgan, global advocacy lead for Asahi Europe & International, added: "There has never been a more relevant time to launch a programme like Every Serve Matters. It is about helping staff deliver a premium beer experience consistently and ensuring those patrons return time and time again.".
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