New Asahi Super Dry 0.0% launches at Japan House London with exclusive menu curated by Nobu London

Author: Communications Team

Date: 01 02 2023 13:48

Today, Japan’s No.1 beer, Asahi Super Dry, marks the arrival of Asahi Super Dry 0.0% across UK and Ireland through a new Asahi Super Dry 0.0% Omakase Menu designed by internationally renowned Nobu restaurant. 

Designed to perfectly pair with the crisp, dry and refreshing taste of Asahi Super Dry 0.0%, the menu is curated by Executive Head Chef at Nobu Hotel London Portman Square, Michael Paul.

Asahi Super Dry 0.0% was launched at the start of the year and will see wider roll-out amongst pubs, bars, restaurants, and retailers from March 2023. 

Guests at Nobu Hotel London Portman Square will be able to order this bespoke menu from Monday 13 March up to Sunday 19 March for lunch sittings, with complimentary Asahi Super Dry 0.0% or Asahi Super Dry included as part of the experience. Ensuring there are options for all, the menu will be available in meat, vegetarian and vegan formats.



Providing refreshment for those in need of an alcohol-free option, Asahi Super Dry 0.0% was created by Japanese master brewers who combined pioneering brewing techniques with the finest ingredients, to deliver a beer offering a taste of modern Japan.  

Today’s launch marks the start of a new corporate partnership between Asahi UK and Japan House London. Located on Kensington High Street, Japan House London is the cultural home of Japan in the UK. Presenting the very best of Japanese art, design, gastronomy, innovation and technology, Japan House London provides an authentic encounter with Japan.

Sam Rhodes, Marketing Director, Asahi UK, comments on the launch: “Asahi Super Dry 0.0% is crafted to offer the distinctive, super dry taste of Asahi Super Dry – simply, without alcohol. We know that moderation is not simply a trend or seasonal choice, it is part of a daily lifestyle, and we believe beer lovers should never have to compromise on quality of taste, whether they’re opting for an alcoholic option or not. 

As a brewer, our number one priority is about offering a commitment to quality of taste and choice no matter what the occasion and with 53% of consumers trialling No and Low alcohol brands this year it’s important there is an option for all tastes. We’re thrilled to be collaborating with our long-standing partner, Nobu London, to bring Asahi Super Dry 0.0% to life with a beyond expected pairing experience for consumers that only our premium 0.0% beer can unlock.”


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.


About Japan House London
Japan House London is a cultural destination offering guests the opportunity to experience the best and latest from Japan. Located on London’s Kensington High Street, the experience is an authentic encounter with Japan, engaging and surprising even the most knowledgeable guests. Presenting the best of Japanese art, design, gastronomy, innovation, and technology, it deepens the visitor’s appreciation of all that Japan has to offer. Part of a global initiative led by the Japanese Ministry of Foreign Affairs, there are two other Japan Houses, one in Los Angeles and the other in São Paulo.


About Nobu Hotel London Portman Square
The iconic Nobu Hotel London Portman Square is located on a prominent corner of Marylebone’s Portman Square. The 249-room property features a signature Nobu Restaurant & Bar, year-round outdoor terrace, Nobu Lounge, Nobu Pilates studio and a Nobu Penthouse, offering unparalleled 360-degree views of London  

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