Asahi Europe & International is the European division of Japan’s Asahi Group, stewarding a premium beer portfolio across 9 countries with 19 production sites .
Their global brands include Asahi Super Dry, Peroni Nastro Azzurro, Pilsner Urquell, Kozel, and Grolsch, available in both alcoholic and low-/no?alcohol variants. They also brew local favourites via regional companies—such as Gambrinus, Radegast, Tyskie, Ursus, and Lech—covering lagers, pilsners, craft ales, and ciders across Europe.
The Brief
Having supported Asahi (previously Miller Brands UK) for a number of years developing their marketing, category and insights teams, Allexo were asked to support on a search for an Insights Manager for the UK business.
With a focus on the on-trade channels, the challenge was to find an experienced Insight Manager with both continuous and adhoc research experience, who had worked in channels where data is often very limited, and ideally with an appreciation for luxury or drinks.
The Process & Result
A very niche brief, having completed an extensive market research and re-aligning a number of times in-line with feedback from the market and Allexo, an ex-Britvic Customer Insight Manager was successfully offered the role, having previously managed the Foodservice and Licensed channels, who has since been promoted to become Senior Insight Manager.
