Case Study: Asahi International boosts beer sales in French supermarkets with Toluna

Asahi International lifts specialty beer sales 9% with Toluna

Asahi International faced a specific challenge in the French market, where the layout of the specialty beer shelf encouraged single-bottle purchases and made it difficult for their Asahi Super Dry brand to gain traction. They needed quantified evidence to persuade major retailers to implement proposed planogram changes, such as adding fridge packs and segmenting shelves by beer type. To address this, they partnered with the vendor Toluna.

Toluna implemented a two-stage research design, beginning with an in-depth shopper understanding study and decision-tree model. This informed new planograms, which were then tested using Toluna’s cutting-edge shelf simulation to measure commercial and customer experience impacts. The results demonstrated a 9% sales increase for the specialty beer segment and a 31% increase for super premium lagers like Asahi Super Dry. Using these insights from Toluna, Asahi International successfully convinced retailers to implement the changes, positioning the company for its biggest ever year.

Asahi International