Rosa Halford

Global Insights Manager

Asahi Europe & International Ltd

Rosa Halford is an accomplished consumer and brand insights leader with deep experience in the beer and alcoholic beverages sector. As Group Insights Manager – Brand & Consumer at Asahi Europe & International, she leads insight-driven strategy across multiple global markets, shaping brand, portfolio and innovation decisions for some of the world’s most recognised beer and drinks brands. Rosa has built her career at the intersection of cultural understanding, rigorous research and commercial impact, with previous roles spanning insight and strategy at Penguin Random House UK, Clear (M&C Saatchi) and OMD UK. Known for her ability to translate complex consumer behaviour into clear strategic direction, she brings a thoughtful, globally-minded perspective to understanding people, categories and growth opportunities.

Sessions

Jun 24

4:00 PM - 4:20 PM GMT+2

Blue Stage

Audience Insight

Consumer Behavior

Ethnography

Growth Strategy

Asahi Super Dry: A Breakthrough Play in Women’s Rugby

Women’s sport is at a tipping point - but visibility doesn’t automatically equal value. With women’s rugby emerging post-Lionesses, Asahi Super Dry faced three challenges: proving it was a commercial opportunity, representing the game authentically, and acting without historical benchmarks. This session reveals how immersive ethnography unlocked real fan insight - and scalable growth.
Key Takeaways:
1. How do you prove women’s rugby is a growth opportunity, not a niche values play?
2. How to represent the women’s game authentically, without copying men’s sport tropes?
3. How do you act with confidence with no historical data or benchmarks?

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