Asahi to launch 0.0% variant in UK first
The Japanese brand said the launch is a further step towards Asahi Europe & International’s Legacy 2030 ambition that 20% of its portfolio will comprise of alcohol-free products by the end of the decade.
It also stated it would continue to prioritise sustainable production and packaging methods.
43% looking to moderate
Supporting this ambition, Asahi Europe & International research has revealed consumers are looking for premium alcohol-free alternatives that don’t 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.
After the UK and Ireland launch, Asahi Super Dry 0.0% is set to be rolled out in Australia, New Zealand, US, Canada and France from March 2023.
Asahi UK marketing director Sam Rhodes said: “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.”
Matches the original
Rhodes continued: “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 has signed a new partnership with City Football Group, including Premier League champions Manchester City. It is also the official beer of Rugby World Cup 2023 where both Asahi Super Dry and Asahi Super Dry 0.0% will be served at all tournament venues across France.
Asahi UK’s portfolio includes Peroni Nastro Azzurro, Meantime, Fuller’s London Pride and Cornish Orchards.
