October 11, 2021
  • October 11, 2021

Asahi draft beer to have a second life as Asahi’s new flagship

By on September 9, 2021 0

Asahi Breweries Ltd. will re-release its popular Asahi draft beer as the company’s new flagship from September 14, the major Japanese brewery announced on September 8.

“We decided to relaunch it (Asahi Draft Beer) because we believe it can provide a feeling of comfort that Super Dry cannot provide,” Kazuo Matsuyama, who heads Asahi’s marketing division, said at the meeting. ‘an online press conference that day.

Asahi said he aims to make Asahi draft beer its second flagship after hit Super Dry beer by capitalizing on the popularity of home alcohol consumption amid the COVID-19 pandemic and ‘a reduction in the alcohol tax last year.

The brewery first released Asahi Draft Beer in 1986, but discontinued production of its canned versions in 1993 in order to free up capacity to increase production of Super Dry, which became a major hit after its release. put on sale in 1987.

Asahi continued to sell Asahi draft beer to bars and restaurants, where the product enjoys lasting popularity, according to the brewery.

The relaunched Asahi canned draft beer will have new packaging, but will still taste rich and smooth like the originals, the company said.

While Asahi sold around 65 million cases of Super Dry in 2020, it aims to sell 10 million cases of Asahi draft beer per year in five years. One case is equivalent to 20 bottles of 633 milliliters.

The brewery will also launch a new Asahi Black beer on November 24.

Asahi will offer a single 350ml can of Asahi draft beer or the new Asahi dark beer for around 219 yen ($ 2) including tax. The price will be around 286 yen for a 500ml version.


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