Beer brand Asahi is launching the Asahi Silver Sessions program of interactive events next month.
To be launched at an event in Melbourne next month, the Silver Sessions program is designed to engage and celebrate unique Australian and international creative minds.
Each Silver Session will adopt the traditional Japanese philosophy of Kamishibai, a form of storytelling, that pay homage to the heritage of the Asahi Super Dry brand.
The events will invite speakers to bare their ‘secret ingredient’ in this style, sharing the narrative of their journey.
Michael Vousden, beer and cider marketing manager at Asahi Premium Beverages, said: “The Asahi Silver Sessions initiative is a platform we are creating to engage with our current Asahi Super Dry consumer, inspiring the relationship to grow and hold merit beyond product.
“The Asahi Silver Sessions will provoke thought and conversation with a broader market to ultimately gain a greater share of the international premium beer category.”
The Asahi Silver Sessions will launch in March and roll out across the east coast of Australia throughout 2014.