Unveiling Asahi’s Digital Expansion into the Singapore Beer Landscape}

Unveiling Asahi’s Digital Expansion into the Singapore Beer Landscape

The recently launched iteration of Asahi Super Dry marks a significant milestone in its over 30-year history, introducing a refined flavour profile and a fresh aesthetic to its consumers. This transformation is the brand's first recipe enhancement since its inception in 1987, aiming to amplify the distinctive "sake-inspired crisp sensation" that characterises the original Super Dry. As the beer refinement is made available in Japan, mainland China, Hong Kong, Taiwan, and Singapore, Asahi captivates its consumers through its dedication to embracing the evolving preferences of the global audience.

Among the regions Asahi is active in, Singapore emerged as a dominant player within the Asian beer landscape. Revenue in the Beer market in Singapore amounts to US$1,579m in 2023 [1]. The market is expected to grow annually by 7.15% (CAGR 2023-2027), reflecting a consistent expansion trajectory. In this fiercely competitive market, beer brands like Asahi are partnering with major food delivery platforms to maximise market growth potential. In this article, we provide an in-depth analysis of Asahi's digital footprint, pricing strategies and rivals within the realm of food delivery platforms in Singapore, to assess Asahi's comprehensive performance and positioning in this dynamic market segment.

Asahi has made a great start in unlocking the potential of food delivery platforms in Singapore

According to Dashmote's Q2 2023 data, there are a total of 53K digital storefronts on food delivery platforms in Singapore. 33% of those offer branded beverages on their menu and out of these 10% list at least one beer product.  About 1.8K digital storefronts feature Asahi products, accounting for approximately 40% of all digital storefronts listing beer in Singapore, with slight differences between the platforms as shown on the graph above.

The food delivery market in Singapore has been experiencing significant growth.The growth rate for food delivery has been over 20% over the last five years [2]. This upward trend is expected to persist, with online food delivery projected to contribute approximately 40% of total restaurant sales by 2025.  Being present in this market presents an opportunity for beer brands such as Asahi to capitalise on this expansion and capture a portion of the increasing consumer demand for convenience and variety. By utilising Dashmote's data, beer brands like Asahi can gain valuable insights into gaps in product listings, amongst other metrics. Employing this data-driven approach can assist brands in refining their marketing strategies to enhance their overall presence and performance on food delivery platforms.

Asahi food delivery pricing insight: The average price decreased by 14.7% since Q2 2022

According to data from Dashmote, there has been a noteworthy trend in the pricing of Asahi beer on food delivery platforms. Remarkably, the average cost of a 330ml Asahi beer has declined from 9.26 SGD during Q2 2022 to 7.90 SGD in the corresponding period of 2023. This reduction of 1.36 SGD has substantial implications when viewed through the lens of broader shifts in consumer preferences and prevailing market dynamics.

In the 2022 financial report of Asahi, a commendable 8% surge in revenue was unveiled, amounting to a substantial 25.1 billion USD. This impressive performance can be attributed to various contributing factors including a flexible pricing strategy, according to Atsushi Katsuki, the President and CEO of Asahi. Although Asahi's pricing has exhibited an upward trajectory across diverse regions encompassing Japan, Europe, and Australia [3], a distinct pattern of stability in pricing is observable in the Singaporean market, as evidenced by the data provided by Dashmote.

Asahi’s competitors overview: Penetration rates on Singapore food delivery platforms

Dashmote’s Q2 2023 data provides a comprehensive understanding of Asahi's key competitors within the Singaporean food delivery market, as visually depicted in the graph above. Evidently, Heineken emerges as the dominant force among beer brands, solidifying its position as the premier choice with the highest food delivery penetration rate of 65% across all digital storefronts that are listing beer. Trailing closely is Tiger beer, garnering a notable food delivery penetration rate of 47%. Both Carlsberg and Asahi exhibit comparable levels of market presence, each boasting a food delivery penetration rate of 40%, respectively. In contrast, Singha and Chang, while esteemed brands in their own right, manifest the lowest food delivery penetration rates within the Singaporean landscape.

Examining the year-over-year (YoY) progression of each beer brand, Chang emerges as the frontrunner, experiencing an impressive surge of 90% since Q2 2022. This remarkable growth sets a substantial distance from the second fastest expanding brand, Anchor, which achieved a YoY growth rate of 19%. Following closely are Carlsberg (+15%) and Singa (+14%), demonstrating their own significant strides. In contrast, owing to its extensive digital storefront listings base, Heineken records a comparatively modest growth of 8%.

Of particular intrigue is the case of Asahi Kuronama, an incarnation of dark beer lineage originating from Munich, Germany. This distinct offering from the Asahi portfolio is found to be catalogued by fewer than 50 digital storefronts within the confines of Singapore, indicating a large opportunity for Asahi to list this beer at locations that are already listing their main brand.

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If you find this article valuable, you may wish to check out more of our blog articles on the beer markets, such as the European beer market overview or the winning brews across the US.