Japanese drinks manufacturer Asahi has unveiled a refreshed look and new taste for its Super Dry beer, drawing inspiration from the vibrancy of Modern Japan. The rebrand will be rolled out across Asia-Pacific, including Mainland China, Hong Kong SAR, Taiwan, Australia, and Singapore.
The packaging features delicate design changes, highlighting two silvers – shiny metallic and deep oxidised matte – which the company says reflects the Japanese sense of beauty, combining contrasting yet harmonious elements.
Its first recipe refinement since its debut in 1987, the brewery introduces a hop treatment process that gives the beverage a “refreshing yet delicate” aroma and a new yeast control technology that offers a fermentation-driven aroma.
In terms of taste, Super Dry is described as giving a quick peak which diverges into a quick clean finish without any unpleasant residual flavour.
“With an enriched vibrant dry taste, the New Asahi Super Dry is ideal for different kinds of food pairings and elevates the senses for a better experience,” said the company
“The distinctive taste profile of the beer has been designed to take drinkers on a journey through Modern Japan. Just one sip inspires the spirit of exploration and sparks an imagination to seek things unexpected.”
Expanding its global footprint, the beverage company also announced two new partnerships, as the official beer partner of City Football Group clubs in Manchester, Melbourne, Yokohama F Marinos, and Sichuan Jiuniu; and as one of the official sponsors of the Rugby World Cup 2023.
Asahi Super Dry is available in supermarkets, online, and in selected restaurants across Apac.
