Japanese beer and spirits company Asahi has unveiled a fresh look for Asahi Super Dry along with an enhanced taste inspired by the vibrancy of contemporary Japan.
The reinvented Asahi Super Dry is curated to provide an improved drinking experience that will exceed expectations, according to the brand in a statement. It is also the first time that Asahi has reworked its recipe since Asahi Super Dry was introduced in 1987. The revamp aims to enhance the unique sake-inspired sensation that makes Super Dry a classic.
Asahi Super Dry will now include a refined dry taste of the beer which elicits a clean aftertaste without any residual flavour and that goes well with various cuisines, boosting drinkers’ appreciation for the original food flavour.
The changes made to the beer recipe also introduce a new hop treatment process that gives it a refreshing yet delicate hop aroma, and a new yeast control technology that provides a fermentation-driven aroma. With each sip of New Asahi Super Dry, the flavour of these two delightful aromas arrive at a quick peak of delicious sensation.
Based on Super Dry’s iconic silver, delicate design adjustments have been made down to the finest details. Both cool and vibrant, the new design aims to highlight the unique character of modern Japan— where innovation and reinvention meet the beauty and precision of traditional craftsmanship, the company said. The design centers on two silvers: a shiny metallic silver and a deep oxidized matte silver.
Along with this reinvention comes the commencement of partnerships with other brands. Asahi Super Dry has partnered with four city football group clubs: Manchester City, Melbourne City, Yokohama F. Marinos and Sichuan Jiuniu to be its new official beer partner. Additionally, Asahi Super Dry has been selected as one of the official sponsors for the Rugby World Cup 2023 to provide its beer to rugby fans worldwide.
The new Asahi Super Dry will be made available in Singapore from July 7.
At the ‘Art of Taste’ event, visitors are introduced to a sensorial field of barley and will utilise their sense of touch to engage with beer ingredients used in Asahi’s beer products. Additionally, the yeast room is constructed to simulate the fermentation process and provides visitors with the optimal photograph opportunity to capture their experiences and publicise it on their socials.
Visitors are also able to experience a 30-minute step-by-step guided masterclass in a contemporary izakaya setting, where they will gain knowledge on how to differentiate between dry and non-dry versions of beer.
Lastly, an abundance of food vendors from Hokkaido, Nagoya, Fukuoka and Osaka will be present at the taste zone, where partnerships with Kanpai Group, Courtyard Café and Otoko Japanese Restaurant will allow various types of Japanese foods to be available to reinforce that Asahi beer goes well with any food.
“With an enriched, vibrant dry taste, the new Asahi Super Dry is ideal for different kinds of food pairings and elevates the senses for a better experience. It is the best match for every exciting “Super Dry Moment” of the modern lifestyle and drinking repertoire,” said Meryl Ho, marketing lead of Asahi Beer Asia, Singapore region.
“Whether one is cheering on their favourite sports team, watching a movie, exploring new foods, bar hopping, or simply enjoying a day out, the new Asahi Super Dry is the perfect partner for these moments and occasions,” Ho added.
The news comes shortly after it was announced that Carlsberg Brewery Malaysia and Asahi Group have mutually agreed to not renew the distribution of the Asahi brand in Malaysia.
The exclusive distribution of the brand will expire on 31 December 2023, according to Carlsberg Malaysia in a statement. The brewery also noted that the renewal of the Asahi agreement is not expected to have any material financial impact to CBMB once the distribution ends.
Stefano Clini, the managing director of CBMB shared that the parting is an amicable one, after having the sole rights to locally manufacture, sell and distribute the brand for more than a decade.
“Having said that, the group will remain the exclusive distributor of Asahi for 2023 and we will continue to support the brand for the rest of this year,” Clini added. He went on to explain that following this development, Carlsberg will continue to drive its premiumisation strategy while simultaneously exploring opportunities to expand its premium portfolio to “deliver the best drinking experience to [its] Malaysian consumers”.