Japan's No. 1 beer bursts into No & Low Alcohol category with Super Dry, Refreshing Taste of Asahi

Author: Communications Team

Date: 25 11 2022 11:28


UK consumers and beer lovers to experience

first taste of refreshing new beer ahead of global launch

Japan’s No.1 beer and official beer of Rugby World Cup 2023 Asahi Super Dry; today announces the arrival of Asahi Super Dry 0.0% across UK and Ireland. New Asahi Super Dry 0.0% will offer consumers an alcohol-free version of the super-premium brand, Asahi Super Dry, with the same signature crisp, refreshing, super dry taste, that has led it to become the number one selling beer in Japan. Japanese master brewers have combined pioneering brewing techniques with the finest ingredients to deliver a beer with the true taste of modern Japan, now without alcohol – whether out socialising or at home. Asahi Super Dry 0.0% will inspire beer drinkers to step outside their norm.

The launch is a further step towards Asahi Europe & International’s Legacy 2030 ambition that 20% of it’s portfolio will comprise of alcohol-free products by the end of the decade, offering consumers more choice to suit different consumption patterns, preferences and occasions – whilst continuing to prioritize sustainable production and packaging methods.

Supporting this ambition, Asahi Europe & International’s latest research reveals that consumers are looking for premium alcohol-free alternatives that do not compromise on flavour. Wellbeing and health also play a key factor in people’s decision to reach for alcohol-free alternatives with 43% of UK drinkers citing they were looking to moderate (KAM Low & No 2022: The Customer Perspective).

The launch of Asahi Super Dry 0.0% is part of an international roll out across eight markets over the next year. It will be available in United Kingdom and Ireland from January 2023, followed by Australia, New Zealand, United States, Canada, and France from March 2023. Asahi Super Dry 0.0% will be distinguishable from its master brand, Asahi Super Dry, by its new prominent silver and blue branding. A global marketing campaign will support the launch of Asahi Super Dry 0.0% and focus on digital video, out-of-home, and visibility in on and off premise venues.


Sam Rhodes, Marketing Director, Asahi UK, comments on the launch:

“The world of beer is changing. With 53%* of consumers trialling new no and low alcohol brands this year, we know UK beer lovers are seeking high quality beers that can be enjoyed in and out of the home without compromising refreshment, and taste. Asahi Super Dry 0.0% is crafted to match the flavour profile of its original signature super dry taste, offering expanded choice and options for moderation. Based on extensive research and trialling, we’re confident this will become a highly attractive, premium 0.0% beer of choice for all occasions.”

Alongside this launch, Asahi Super Dry is increasing its appeal across every occasion through the new partnership with City Football Group, including Premier League Champions Manchester City. It is also the official beer of Rugby World Cup 2023 where Asahi Super Dry and Asahi Super Dry 0.0% will be served at all tournament venues across France, spanning 48 matches in 9 cities. Both sporting partnerships play a key role in the ambition of Asahi Europe & International to elevate the fan experience, live in stadiums or at home.

* IWSR No- and Low-Alcohol Strategic Study 2022


About Asahi Super Dry

Asahi Super Dry was first created in 1987, redefining the beer category and introducing to the world a new taste in beer.

Today, Asahi Super Dry is Japan’s No.1 beer, and we are proud that our innovative brand has become a global icon of progressive Japan.

Asahi Super Dry is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers.

We’re constantly innovating at our brewery to improve production technology and quality management. This commitment to progressive brewing will help us share Asahi Super Dry with the whole world.

For more information, please visit https://www.asahisuperdry.com/en-gb/home/


About Asahi UK

Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland.

Though the portfolio of Super Premium Beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards.

The Woking based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.