Asahi Super Dry's 'Champions' Pack Celebrates Manchester City’s Historic Win

Manchester City have been crowned champions for an unprecedented fourth time in a row in a nail-biting final weekend of football. And Asahi Super Dry, the club’s official beer partner, are celebrating with a limited edition Champions pack to immortalise the moment. 

The super-premium beer brand asked Purple Creative to build on their refreshed global packaging design for the very special limited edition bottle. 

“Manchester City just keep making history, and we wanted to mark the occasion. As two progressive and innovative brands, Asahi Super Dry and City Football Group have always had an ambition to go beyond traditional boundaries to help fans discover more on and off the pitch. That’s why we’re delighted to honour their incredible achievement with a unique and celebratory pack.” said Ross McIntyre, global marketing manager partnerships, Asahi Europe & International.

Purple Creative based the design on the global Asahi Super Dry packaging they created in 2023. That pack launched in China, where a specific Manchester City design was also developed, with 11 million units distributed – showing the popularity of the partnership between Japan’s No.1 beer and the football club.  

“This is one of those zeitgeist sporting moments that I’m glad to be involved in – especially as a life-long football fan myself. We’ve evolved the modern global packaging, which has helped the beer become an icon of progressive Japan around the world, adding relevant and complementary design elements. The club badge, sky blue palette and the single, bold word ‘champions’. I’m delighted Purple have been able to help then mark this momentous achievement.” said Gary Westlake, Purple Creative founding partner.  

The Asahi Super Dry Champions pack is a limited edition, with just 1500 bottles created for the club celebrations.