Super Premium Beer


Project Description

The Beer category is changing, rapidly. Drinkers are drinking less, spending more and retailers are having to react fast. 

41% of us UK drinkers are actively trying to curb our drinking. As we spend more on premium brands and increasingly prefer to drink them at home, retailers are slashing core lines in favour of higher value products. The on-trade is following suit with premium beer and spirits pushing up the cost of every round.

As consumers, we seem happy with the trends, voting with our purses and wallets in droves. But the shift in behaviour is a minefield for retail and hospitality businesses to navigate, especially those that lack the the data and insight to drill and be guided by.

That’s one of the reasons Asahi UK have invested in the identification and development of their channel specific Super Premium Retail Principles. The principles combine market trends, shopper insights, and consumer behaviours with actionable solutions, enabling key customers to drive sales of higher value, higher quality beer.

Taking the visual model, the key data and insight, Ape helped to enshrine the principles by designing an authoritative, navigable booklet combining iconography, typography and photography with invaluable industry insight to make an easily digestible handbook.

The SPRP project and the booklet design have become the benchmark for communicating category insight to customers and across the business. It’s testimony to the rich and valuable work done by the Asahi category team and the partnership with Ape.


The suite of assets we have developed with Ape have set the standard within our business, the overarching design has become a hallmark recognised and appreciated by our key customers. The Super Premium Retail Principles booklet is the flagship – both in terms of content and design. Thanks to Ape’s visualisation the booklet is a highly regarded, intuitive tool that encapsulates the high standards we strive for in everything we do.

David Barrow
Category Manager
Asahi UK

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Project Details

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