Pure Blonde beer partners with Blues for Super Rugby 2025
One of the New Zealand market’s first low carb beers, Pure Blonde ULTRA, is now the official beer of the Blues Super Rugby franchise.
Asahi Beverages New Zealand and the Blues franchise partnered last year, with ABNZ’s Long White Ready-to-Drink (RTD) brand being the official RTD of 2024.
This year ABNZ is doubling down on its Blues relationship, with a multi-year agreement as the official beer and RTD partner.
Asahi Beverages New Zealand CEO Andrew Campbell says, “It’s great to take the partnership with the Blues franchise to another level and is testament to the quality of Asahi Beverages New Zealand’s products.”
In addition to Pure Blonde ULTRA being the official beer, Asahi Beverages’ Brookvale Union will be the official RTD at Blues matches at Eden Park.
Pure Blonde ULTRA is a low carb refreshing beer. It is 99% carb free and only 89 calories per bottle or can. It has recently undergone a refresh and is offered at select supermarkets, liquor stores and bars across the country.
Brookvale Union is a range of fun yet quality ready-to-drink beverages, featuring nostalgic pub classics like Alcoholic Ginger Beer and Lemon Vodka Lime & Bitters and the new Vodka Red Club Soda and Vodka Lemon Squash. Bursting with quirky characters and authentic personality, the brand is known for its ‘refreshaliciousness’. Other Asahi brands available at Blues Super Rugby franchise Eden Park events include Asahi Super Dry, BRB, Somersby, Long White and Woodstock.
Blues CEO Andrew Hore says, “We’re really happy to be offering Blues fans a great range of Asahi Beverages at match and are also excited to work with Asahi on further amplifying the at match experience through things like the Pure Blonde West End. We had 250 ardent Blues supporters in there for our opening game and look forward to also opening up the immersive experience for our next NZ derby against the Crusaders on the 22nd of March.”
About Asahi Beverages New Zealand
Asahi Beverages (NZ) Ltd is a member of the Asahi Beverages group of companies and one of the leading beverage companies in New Zealand.
Asahi Beverages was formed in 2014 when the operations of the Schweppes Australia and Asahi Premium Beverages businesses were integrated. Later that year, the integration was expanded to include Asahi Beverages New Zealand (then known as Independent Liquor) which had joined the Asahi Group in 2011.
With a rich and varied history, Asahi Beverages New Zealand markets quality alcohol and non-alcohol beverages, boasting a strong portfolio of established household brands and innovative, new-to-market products.
