Following the successful launch of its revamped recipe and brand in Japan in 2022, Asahi Super Dry, the top-selling beer brand of the country, is ready to introduce its new identity to the broader Asia-Pacific region. The reinvented beer now promises an enhanced drinking experience that breaks beyond conventional expectations. This marks the first recipe refinement since the beer’s debut in 1987, amplifying the unique, sake-inspired crisp sensation that made the original Super Dry a hit.
The rebranding features delicate design adjustments to the iconic silver packaging of Super Dry. Embodying the spirit of modern Japan where innovation aligns with reinvention, the new look combines two contrasting yet harmonizing silvers, symbolizing the Japanese beauty ideal of complementation and distinction.
A Refreshing Taste Like No Other
Inspired by the Bullet Train, a symbol of enduring Japanese innovation, the New Asahi Super Dry offers a swift burst of flavor that smoothly transitions into a clean finish. The refined dry taste leaves no lingering aftertaste, priming your palate for the next sip and accentuating the flavor of food, making it an ideal partner for any cuisine.
The revised beer recipe incorporates a new hop treatment process that bestows it with a subtle hop aroma, and a unique yeast control technology delivering a fermentation-driven aroma. Each sip of the New Asahi Super Dry brings a wave of these delightful aromas to a delicious climax.
Join the Celebrations of New Asahi Super Dry
Asahi Super Dry invites beer enthusiasts to discover its new look and taste at experiential events across Asia this summer. In Taiwan, a store-within-store event is taking place at Eslite bookstore in Nanxi until 31st July. Singaporeans can look forward to an interactive event at the Visual Arts Centre, Dhoby Ghaut Green until 20th July, offering photo opportunities, live music, and a tasting Masterclass.
A Toast to Modern Japan
The New Asahi Super Dry encapsulates the energy of Modern Japan, where tradition and innovation blend seamlessly. This new beer has been crafted to resonate with explorers and world wanderers, providing a unique dry experience that echoes the characteristics of the country that inspired it. The ‘Beyond Expected chapter 2 ‘Unusual’ global campaign supports this positioning, inviting audiences to uncover unexpected facets of modern Tokyo.
Asahi Super Dry’s Global Reach
To share the reimagined vibrancy of Modern Japan with international audiences, Asahi Super Dry has announced partnerships as the Official Beer Partner of four City Football Group clubs and the Rugby World Cup 2023. This progressive partnership brings Japan’s #1 beer to sports fans worldwide, elevating the experience beyond traditional boundaries.
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Creating New Traditions with Asahi Super Dry
The New Asahi Super Dry offers a distinct taste profile that resonates with every mood, occasion, and sense of adventure. Its rich dry taste makes it an excellent match for a variety of food pairings, enhancing the senses for an elevated experience. In Hong Kong, Asahi Super Dry has teamed up with food app Deliveroo and dining guide OpenRice to offer combo sets and highlight partner restaurants where diners can discover the enhanced food pairing possibilities with the New Asahi Super Dry.
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