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Will Asahi's 1,000-person virtual bar be a success? - analysis

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Tomorrow, Asahi Breweries will open a 'virtual bar' in Japan.

Flagship brand Asahi Super Dry will front the event, which will be held using Zoom and hosted by well-known comedians and brand ambassadors. Up to 1,000 consumers can attend, with spaces available by application to the brand's website. Also on offer are Zoom background designs featuring Asahi Super Dry.

The company is planning four virtual bars over the coming weeks.

Virtual drinking and dining events have become popular among consumers since many countries started advising social distancing measures. Asahi is attempting to leverage this growing trend on an ambitious scale.

Earlier this month, Japan extended its state of emergency from Tokyo and selected prefectures to the entire country. The government requested consumers to stay at home and not to visit venues including bars and restaurants. 

Asahi, the beer market leader in the country, has responded quickly to the new situation, in order to continue to engage with consumers. Tomorrow's inaugural event has been heavily promoted on its social media platforms.

For many consumers, being confined to the home can be demoralising, and many Japanese consumers are seeking a way to reconnect and socialise with others through some form of large-scale gathering. With 1,000 participants, Asahi's virtual drinking event sounds ambitious.

If it's a success, it will be a great brand promotion. 

According to GlobalData's latest 'Coronavirus (COVID-19) Tracker Consumer Survey', more than half of consumers from the 11 countries surveyed say that they are spending more time browsing social media. Indeed, some of them have been spending all day every day online since the outbreak of COVID-19.

Digital marketing is now more important than ever, not only for brands in Japan, but also globally to connect with consumers. Brands must be careful, however, about what kind of message they intend to communicate.

People are finding this difficult time stressful. Inappropriate messages could come easily under fire, which will potentially damage brands rather than promote them.

What will the post-COVID-19 consumer look like? - consumer trends


Expert Analysis

Japan Beer & Cider Market Insights 2019

Japan Beer & Cider Market Insights 2019

GlobalData’s Japan Beer & Cider Market Insights 2019 report provides a complete overview of the Japan beer and cider industry structure offering a comprehensive insight into historical background tren...

VIEW REPORT

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