Asahi Super Dry 0.0% hits international markets
Asahi Europe & International will bring its alcohol-free beer, Asahi Super Dry 0.0%, to the UK, Ireland, Australia, France, Sweden, USA, Canada.
Asahi Super Dry 0.0% is an alcohol-free version of the super-premium brand, Asahi Super Dry.
In 1987, Asahi Super Dry launched introducing the world to a new “super dry” taste. Now, Asahi introduces the same super-dry taste to the world, but now alcohol-free. Asahi’s Master Brewers have combined Japanese brewing techniques with the finest barley, maize, hops, and yeast available. The base recipe of Asahi Super Dry is taken through a process of dealcoholisation to create the finished beer at 0.0% ABV, delivering a super-premium alcohol-free beer that matches the promise of the original to go Beyond Expected.
The launch is yet another step towards Asahi Europe & International’s Legacy 2030 ambition that 20% of their portfolio will comprise of alcohol-free products by the end of the decade, offering consumers more choice that suits different consumption patterns alongside prioritising more sustainable production, packaging methods and alcohol-free options.
Supporting this, Asahi conducted independent research which revealed consumers are looking for premium alcohol-free alternatives that do not compromise on taste. Wellbeing and health also played a key factor in people’s decision to reach for alcohol-free alternatives with 62% citing it made them feel healthier generally and over a third of respondents listed working to a longer-term fitness goal as their driver.
Asahi Super Dry 0.0% will initially be available to buy across the UK and Ireland from January 2023, Australia, France, Sweden, USA and Canada from March 2023, and New Zealand from April 2023.Following the exclusive launch listing, the premium alcohol-free brand will then be rolled out across multiple on and off trade locations.
The unveiling of Asahi Super Dry 0.0% is part of an international roll out across eight markets over the next 12 months. The beer will be available in bars and restaurants globally, and sold individually and in multipacks of x6, x24 330ml bottles, and x4, x6, x24 330ml cans and will be distinguishable in-store from its master brand, Asahi Super Dry, by its prominent silver and blue branding.
A global marketing campaign to support the launch is set to roll out across digital and social channels to coincide with the launch date, as Asahi continues to build a global super-premium brand building on influences of modern Japan.
Richard Ingram, Asahi Europe & International global brands director, said this latest product development has been driven by customers who are keen to moderate their alcohol intake as they pursue a more balanced lifestyle, without sacrificing the premium taste of their favourite beer.
“Asahi Super Dry 0.0% will be instantly recognisable as it is crafted with the exact same base recipe and ingredients to match the flavour profile of its signature beer,” Ingram added. “Only after the characteristic aroma and taste of Asahi Super Dry has been fully developed, is the alcohol gently removed to deliver the crisp, refreshing super dry taste.
“Asahi Super Dry has become widely recognised across markets for its unique crisp, refreshing super dry taste and flavour. As demand for alcohol-free alternatives grows, we’re seeing more people seek out beer alternatives that don’t compromise on taste or quality. Through extensive research and trials, Asahi Super Dry 0.0% has created an elevated option that stands above mainstream brands.”
