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Asahi's Flagship Super Dry Beer To Undergo Biggest Makeover In 35 years

By Dave Simpson

Japan's Asahi Group Holdings has said that it is making the first "full renewal" of its flagship Super Dry beer brand since its debut in 1987, modifying the taste and look of the brew.

Details

The brewing method will be tweaked to give Super Dry a more distinctive, "faint-hop" aroma, the company said in a release. The trademark silver logo and can will also get a makeover, with the changes to go into effect from mid-February.

A Response To Increasing Competition

The changes are a response to increasing competition in Japan's shrinking domestic market, the company said.

Japan's Biggest Beer Maker

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Asahi Group is Japan's biggest beer maker, with a near 40% share of the market.

News by Reuters, edited by Hospitality Ireland. Click subscribe to sign up for the Hospitality Ireland print edition.

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