Enriched vibrant dry taste inspired by Modern Japan, the world of the New Asahi Super Dry provides an experience like no other, making it the perfect partner for all occasions and exciting discoveries
(7 July 2023) Japan’s number one selling beer brand, Asahi Super Dry, is proud to launch its new look and enriched taste that is inspired by the vibrancy of Modern Japan. Following a successful launch in Japan in 2022, the New Asahi Super Dry is now introducing its new premium and tactile silver brand world to the rest of Asia-Pacific in markets including Mainland China, Hong Kong SAR, Taiwan and Singapore. The revamped beer is designed to deliver elevated drinking experiences that go beyond the expected. This is the first recipe refinement since the introduction of the beer in 1987, and it amplifies the unique sake-inspired crisp sensation of the original Super Dry.
Based on Super Dry’s iconic silver look, the rebrand reveals delicate design adjustments in the packaging. Both cool and vibrant, the new design highlights the unique characteristics of Modern Japan as the space where innovation meets reinvention; where beauty meets precision of traditional craftsmanship. The design centers around two silvers: a shiny metallic silver and a deep oxidized matte silver. Together they reflect the Japanese sense of beauty – contrasting yet harmonizing, complementing yet distinguishing.
A taste like no other beer in the market
Reminiscent of the Bullet Train, an enduring symbol of Japan, the New Asahi Super Dry gives drinkers a quick peak in flavor which instantly veers into a quick clean finish. Immersive and minimalistic at the same time, the refined dry taste of the beer produces a quick clean aftertaste without any unpleasant residual flavor, making you wanting the next sip – maximizing the enjoyment of the original food flavor and making it the perfect pairing with any cuisine.
The changes made to the beer recipe also introduce a new hop treatment process that gives it a refreshing yet delicate hop aroma, as well as a new yeast control technology that provides a fermentation-driven aroma. With each sip of New Asahi Super Dry, the flavor of these two delightful aromas arrive at a quick peak of delicious sensation.
Asahi Super Dry connoisseurs and beer enthusiasts will be able to discover the New Asahi Super Dry and immerse themselves in the brand’s new silver world this summer, through experiential events held across the region. A store-within-store event will take place in Taiwan’s Eslite bookstore in Nanxi till 31st July.
Singaporeans will be able to experience an interactive event hosted at the Visual Arts Centre, Dhoby Ghaut Green till 20th July. This interactive event will see spectacular photo opportunities at the Ingredients and Yeast Room, a Beer Garden with Asahi Super Dry food pairings and live music, and the opportunity to participate in a tasting Masterclass.
Embarking on an unexpected journey of Modern Japan
The New Asahi Super Dry reflects Modern Japan, a place where vibrant creativity that defies convention meets a flexible fusion of tradition and innovation. A beer with deep-rooted origins in a country where traditions are constantly reimagined and curiosity runs free, the New Asahi Super Dry has been created to be the perfect companion for explorers and wanderers of the world. Just one sip of the beer provides a refreshing dry experience unlike any other and a taste that harmonizes the unique qualities of the country that inspired it.
The recently launched Beyond Expected chapter 2 ‘Unusual’ global campaign solidifiesthis positioning of the New Asahi Super Dry as a global icon of progressive Japan, by bringing audiences of the world on a journey to discover the unexpected parts of modern Tokyo.
Expanding Asahi Super Dry’s global footprint
To bring the unexpected vibrancy of Modern Japan to an international audience, Asahi Super Dry has also announced two exciting partnerships. The brand is the new Official Beer Partner of four City Football Group clubs – Manchester City, Melbourne City, Yokohama F. Marinos and Sichuan Jiuniu – going beyond traditional boundaries to elevate fan experiences. Asahi Super Dry is also one of the official sponsors of the Rugby World Cup 2023 – bringing Japan’s #1 beer to rugby fans around the world through this progressive partnership.
The brand will be hosting a Super Dry Discovery Trip to Tokyo this July to introduce regional media to the world of Asahi. The key highlight of the trip will be the pre-season football match between Man City and Bayern Munich at Japan National Stadium.
Discovering new passions and drinking occasions that are far beyond expectations The New Asahi Super Dry possesses an extraordinary taste profile that perfectly matches every passion, occasion, and excitement. The distinctive taste profile of the beer has been designed to take drinkers on a journey through Modern Japan; just one sip inspires the spirit of exploration and sparks an imagination to seek things unexpected.
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.
In Hong Kong SAR, Asahi Super Dry has partnered with popular food app, Deliveroo, and dining guide, OpenRice, to offer combo sets and highlight participating restaurants where dinners can explore food pairings that are enhanced by the New Asahi Super Dry.
Asahi Super Dry is available in supermarkets, online and select restaurants across APAC. For more information about the new Asahi Super Dry, please visit: https://www.asahisuperdry.com/en gb/home/
