Japan’s Asahi Breweries have introduced a fresh and enhanced version of their flagship product, Asahi Super Dry, drawing inspiration from the vibrant essence of contemporary Japan.
The revamp aims to accentuate the unique sake-inspired sensation that has made Super Dry a popular drink around the globe. The refined dry taste of the beer now offers a clean crisp aftertaste achieved by ‘late hopping’, where the hops are introduced towards the end of the brewing process resulting in a refreshing and delicate hop aroma, while retaining the beer’s crispness.
A novel yeast control technology was also introduced, contributing to a fermentation-driven aroma.
This relaunch marks the first time the brand has modified its recipe since the beer’s initial release in 1987.
(Photo: Asahi)
The new Asahi Super Dry recipe comes with reimagined packaging that builds upon its iconic silver theme. Meticulously adjusted to exude both coolness and vibrancy, the new design emphasizes the unique character of modern Japan, where innovation meets traditional craftsmanship. The design centers on two types of silver—shiny metallic silver and deep oxidized matte silver which both contrast and complement each other, depicting the harmony of the old and the new.
Alongside this rebranding, Asahi Super Dry has embarked on several partnerships with other brands. It has become the official beer partner for four city football group clubs—Manchester City, Melbourne City, Yokohama F. Marinos, and Sichuan Jiuniu. Asahi Super Dry has also been selected as one of the official sponsors for the Rugby World Cup 2023, further extending its presence to rugby fans worldwide.
