Asahi UK has updated its multipack approach in response to falling demand for standard 330ml packs and mainstream lager options.

The company is introducing new 440ml can multipacks across its premium range to help retailers maintain both sales and margins while meeting changing consumer preferences. As part of this shift, Peroni Nastro Azzurro will now be available in a 10x440ml format, while Asahi Super Dry is being positioned for “big night in” occasions with a 4x440ml pack.

Rob Hobart, marketing director at Asahi UK, explained that premium 440ml multipacks represent a major growth opportunity for convenience retailers in the take-home lager category. He added that these changes reflect the company’s aim to better support retail partners in boosting both revenue and profitability amid evolving market conditions.

The new packs are set to roll out in March through wholesalers including Bestway, Dhamecha, Parfetts, Booker, and Filshill. Availability will expand in April to retailers such as Co-op, Nisa, and Costcutter.

Retailers seeking guidance on increasing beer and lager sales can access support through Asahi UK’s category advice platform, Asahi Super Sales.

Recommended retail prices (RRPs):

• Peroni Nastro Azzurro 10x440ml – £14.49
• Asahi Super Dry 4x440ml – £6.99

Final pricing is determined by individual retailers and may vary.