The beer will now be brewed at the Peroni brewery in Padova, Italy – which is owned by Asahi Europe – and will also be served in the UK for the first time using hi-tech Japanese bar tap technology to ensure it tastes exactly as it would in Tokyo.
Asahi Super Dry was first produced in 1987 and was developed to provide a dry, crisp taste with a quick clean finish that would cleanse the palate and complement many types of food.
'Same authentic taste'
The beer was previously brewed under licence by a third party, but will now be made ‘in house’ thanks to new investment and technology imported from Japan.
Asahi UK managing director Tim Clay 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 British consumers will be able to enjoy Asahi Super Dry in its true form.”
Premium will continue to grow
In an interview with The Morning Advertiser (MA) earlier this month, Clay predicted the super-premium beer market will continue to grow in the UK as consumers’ willingness to spend more on “beer worth paying for” rises.
The proliferation of premium drinks in the on-trade will play into the hands of breweries like Asahi UK and other alcohol suppliers in 2018 and the foreseeable future, Clay told MA.
“Compelling brands with the credentials that have authenticity will succeed in the future and if you tell the right story and produce the right brand then you can command a higher price in the marketplace,” he added.