In a move that mirrors the dynamism and vibrancy of modern Japan, renowned Japanese beer and spirits maker, Asahi, has introduced a revitalized look and taste for its flagship product, Asahi Super Dry. This notable reinvention, according to the company, aims to deliver an improved drinking experience that surpasses consumer expectations.
The reinvented Asahi Super Dry marks the first significant modification to its recipe since its initial launch in 1987. This tasteful revamp seeks to bolster the unique, sake-inspired sensation that establishes Super Dry as a timeless classic in the world of beers.
Promising to elevate drinkers’ appreciation for the original food flavor, the new Asahi Super Dry brings a refined dry taste that is designed to pair seamlessly with various cuisines. Its enhanced formula delivers a clean aftertaste devoid of any lingering flavors, making it a perfect companion to meals.
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Among the changes in the beer recipe is the introduction of a new hop treatment process. This technique infuses the beer with a fresh, yet subtly nuanced hop aroma. A cutting-edge yeast control technology enables a fermentation-driven aroma that peaks swiftly, providing a delightful gustatory experience with every sip of the new Asahi Super Dry.
Echoing the essence of contemporary Japan, the beer’s redesign aligns innovation and reinvention with traditional craftsmanship’s precision and beauty. With a color scheme centering on Super Dry’s iconic silver, the new design features a combination of shiny metallic silver and a deep oxidized matte silver, representing both the cool and vibrant aspects of modern Japan.
This transformation coincides with the initiation of several partnerships. Asahi Super Dry has joined forces with four city football group clubs – Manchester City, Melbourne City, Yokohama F. Marinos, and Sichuan Jiuniu, as its official beer partner. In another exciting partnership, Asahi Super Dry has been chosen as an official sponsor for the Rugby World Cup 2023, thereby reaching rugby fans worldwide.
From July 7, the new Asahi Super Dry will be available in Singapore. In celebration of this launch, an ‘Art of Taste’ event will immerse visitors in a sensory journey of beer-making. The event will feature interactive experiences like a barley field to engage visitors with beer ingredients, a yeast room mimicking the fermentation process, and a masterclass in a modern izakaya setting.
Furthermore, an array of food vendors from various Japanese regions will be present in the taste zone. Collaborations with Kanpai Group, Courtyard Café, and Otoko Japanese Restaurant ensure a plethora of Japanese delicacies that pair well with Asahi beer.
“The new Asahi Super Dry is ideal for different kinds of food pairings and elevates the senses for a better experience,” said Meryl Ho, marketing lead of Asahi Beer Asia, Singapore region. She further added that the new Asahi Super Dry is the perfect partner for every exciting “Super Dry Moment” of the modern lifestyle.
Alongside this, Asahi recently launched its alcohol-free beer, Asahi Super Dry 0.0% (ASD Zero), in partnership with agency Trouble Maker for a global campaign. Dubbed “Beyond Expected,” the campaign aims to redefine expectations of a non-alcoholic beer in terms of taste and visual style.
News based on Marketing Interactive.
