Sheps to brew Asahi Super Dry

Shepherd Neame has signed a deal to brew Japanese lager Asahi Super Dry under licence for the UK market.

The agreement will see the brand brewed and packed in 330ml single and four-packs, 500ml bottles and 30-litre kegs by the Kent brewer, with production set to roll in September.

Shepherd Neame will distribute the beer to selected pubs in its 370-strong estate, via its national distribution network and to free trade customers. Asahi Beer Europe, a 100 per cent owned subsidiary of Asahi Breweries, will be responsible for sales and marketing.

The five per cent beer is currently brewed at the Staropramen brewery in the Czech Republic and production for the rest of Europe will continue there.

Asahi Black, the company's newest entry into the UK market will still be brewed in Japan and imported into the UK.

Tadashi Nakai, managing director of Asahi Beer Europe said: "Asahi Super Dry has enjoyed considerable success in the UK, our largest European market, where sales have increased to 250,000 cases in the five years since the start of European production. Bringing the brewing operation to the UK was the next logical step to ensure we continue to increase sales and expand into the on-trade keg market.

"As a long-established family business, Shepherd Neame has excellent credentials offering heritage, expertise in brewing under licence and high technical capabilities."

Asahi Super Dry will be the fifth foreign beer to be brewed under licence by Shepherd Neame following in the footsteps of Oranjeboom, Holsten Export, Kingfisher and Chinese beer Sun Lik.