NEWS
JAPAN’S ASAHI STILL UNSURE IF THEY CAN SELL DRINKS TO OLYMPICS AUDIENCE DESPITE HAVING EXCLUSIVE RIGHTS
By Siulan Law Mathews DipWSET
7-6-2021
Source: Asahi Superdry
As it stands now, the Tokyo Olympic Games looks set to go ahead next month despite that public opinion in Japan has called for a cancellation. Asahi Breweries, which has won exclusive rights to sell beer and wine in the stadiums, is still uncertain if fans will be allowed into stadiums.
Reuters news agency reported that while foreign spectators won't be allowed in the country, the organisers have yet to decide how many domestic spectators, if any, will be allowed to attend the events in the stadiums.
Japanese drinks giant Asahi has the exclusive rights to sell beer, wine and non-alcoholic beer at the stadiums. But it won't know more until there is a decision about domestic spectators, a spokesman said. That is expected to happen around 20 June, toward the end of the current state of emergency in Tokyo.
Even if spectators are allowed, the Tokyo government has no plans to allow alcohol at its public viewing sites outside venues, Reuters quoted a representative as saying.
Asahi hasn't made major marketing changes yet, the spokesman said. In May it started selling its Super Dry beer with a new Tokyo 2020 design, as planned.
From the start, Japan seized on the Olympics as a rare marketing opportunity to promote Japan’s exquisite hospitality.
It is reported that more than 60 Japanese companies together paid a record of more than USD3 billion to sponsor the Tokyo Games. They paid another USD200 million to extend contracts after the Games were delayed last year.
But sponsors have grown frustrated with what they see as slow decision-making and have complained to organisers, Reuters quoted sources as saying.
"There are so many different scenarios that we can't prepare," said one source who has requested to stay anonymous.
In response to Reuters questions about sponsors' facing difficulty because of the delayed decision on spectators, the Tokyo organising committee said it was working closely with partners and all stakeholders.
It also said the committee was still talking with relevant parties about how to handle spectators, and was considering factors such as effectiveness, feasibility and costs.
About 60 percent of Japanese favour cancelling or delaying the event, a recent poll showed. However, the Japanese government, the International Olympic Committee and Tokyo Games organisers have said the Games will go ahead.
(the writer can be contacted at: info@thewinechronicle.com)
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