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15 January 2018

Asahi Super Dry Launch – Karakuchi beer has arrived in the UK

JANUARY 15th 2018 LONDON, UK: Asahi UK, the UK subsidiary of Asahi Europe Ltd., is boosting its strong portfolio of beer brands by re-launching Asahi Super Dry in Britain in its authentic form.

For the first time in Europe, full access to the exact Japanese brewing standards have been given to Asahi Europe Ltd and these innovations will bring the authentic taste of Asahi Super Dry to UK consumers.

The super-premium beer will be served for the first time using hi-tech Japanese dispense technology that ensures a pint in London will have the same perfect serve and taste as a pint in Tokyo.

Asahi Super Dry, which was first produced in 1987, set a new standard for brewing and was specifically created to develop a dry, crisp taste with a quick clean finish that would cleanse the palate and complement any type of food. It is brewed with Asahi yeast, hops, barley and rice that helps cleanse the palate after eating.

Tim Clay, managing director of Asahi UK, said: “When Asahi Super Dry was originally introduced in Japan, it brought an entirely new genre of beer to the country that has now gone on to become its number one selling beer.

“Its unique dry, crisp taste with a quick clean finish, known as Karakuchi, has undoubtedly been fundamental to this beer’s success. It was incredibly important for us to ensure we brought that same authentic taste to the UK market, therefore significant investment and comprehensive taste testing have taken place in collaboration with our Japanese colleagues. This will be the very first time UK consumers will be able to enjoy Asahi Super Dry in its true form.”

Asahi Super Dry will already be familiar to some consumers in the UK, having been locally brewed under licence by a third party in the past. Now major investment coupled with highly innovative technologies from Japan, have allowed the brewing process to be taken ‘in-house’ for the first time in Europe.

The Padua brewery of Birra Peroni, owned by Asahi Europe Ltd, is already known for its supreme brewing standards and offered an excellent choice to bring the brewing process to Europe to deliver the unique Karakuchi taste of Asahi Super Dry.

Before the relaunch, an extensive testing and tasting period took place, comparing a like-for-like brew of the beer, ensuring it was an exact replica and optimising the unique Japanese mix of tradition and technology.

Tim said: “We are incredibly proud to be launching this super-premium beer in its truest form and adding it to the Asahi UK portfolio. We strongly believe it will make a huge impact on the beer category presenting a new experience, whether on its own or with a meal.”