S P E C I A L   F E A T U R E

As the number one brand on the Japanese beer market, the success of Asahi Super Dry lies in the company’s commitment in listening to their customers and providing them with great tasting “Karakuchi” beer. Karakuchi is a concept that was birthed in the 1980s due to the changing Japanese diet and taste preferences. It was developed through a comprehensive taste study involving 5,000 consumers across Tokyo and Osaka. The study revealed a greater demand for beer that embodies light crispness over robust body. This shift in taste preference from “heavy, bitter beer” to “crisp, clear and refreshing taste” inspired the concept of Super Dry.

Asahi Super Dry was derived through the use of high-fermented yeast coupled with innovative technology. The technology enhances fermentation, along with a blend of several different varieties of malt imported from around the world and it removes sweetness from the aftertaste. To give it refreshingly sharp bitterness, Asahi Breweries use fine aroma hops grown in Saaz, Czech Republic and Hallertau, Germany – regions known for producing the highest quality of hops in the world.

When this new beer hit the shelves in 1987, it incited a huge market reaction and was met with resounding success. Today, it enjoys high brand loyalty with beer lovers from around the world. Asahi Super Dry is distributed to countries including North America, China, Europe and Asia. The company’s objective is to ensure that the beer reaches its customers with maximum speed and freshness. They even have breweries based locally in some of the countries where they’re available. Stringent quality standards ensure uniformity amongst beer produced in different countries, so that customers everywhere will get to enjoy the premium quality of Asahi Super Dry no matter where they are.

Because of its signature crisp, refreshing taste, Asahi Super Dry can be matched with a wide array of dishes, ranging from seafood to grilled meats, and is a great accompaniment to spicy Asian flavours. It can be enjoyed on its own, or with edamame beans as an added bar snack. Drunk on its own, it is also a refreshing way to beat the summer heat!