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Asahi Super Dry 0.0% hits international markets as an alcohol-free alternative to Japan’s number one selling beer and first super-dry beer

15 Nov. 2022
Asahi Group Holdings, Ltd.

Asahi Europe & International, the regional headquarters responsible for Europe Business under Asahi Group Holdings, Ltd. and key role of promoting global beer brands in Asahi Group, has announced the launch of its alcohol-free beer, Asahi Super Dry 0.0% internationally.

Asahi Super Dry 0.0% offers consumers an alcohol-free version of the super-premium brand, Asahi Super Dry. Consumers can expect the exact same signature crisp, refreshing, super dry taste that has led Asahi Super Dry to be the number one selling beer in Japan.Asahi Super Dry 0.0% will be available across 8 markets worldwide in 2023, beginning with the launch in the UK and Ireland from January.

Asahi Super Dry 0.0% offers consumers an alcohol-free

In 1987, Asahi Super Dry launched introducing the world to a new "super dry" taste redefining the category. Now, this revolution is happening again as Asahi introduces the same super-dry taste to the world, but now alcohol-free. Asahi’s Master Brewers have combined pioneering 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 de-alcoholization 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. This promise brought about the creation of the world’s first super-dry alcohol-free beer, inspiring beer drinkers to step outside their norm and discover a true taste of modern Japan by blending tradition and innovation.

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.

Alongside this launch Asahi Super Dry is increasing its global appeal through its recently announced global partnership in August with City Football Group, including Premier League Champions Manchester City. It is also the official beer of Rugby World Cup 2023 where Asahi Super Dry and Asahi Super Dry 0.0% will be served at all tournament venues across France, spanning 48 matches in 9 cities. Both of these global sporting partnerships play a key role in the ambition of Asahi Group to expand the sales of their Global Premium Brand Asahi Super Dry including the new 0.0% variant while elevating the fan experience, live in stadiums or at home.

The market for non-alcohol and low-alcohol beverages continues to expand globally and the way consumers are drinking also continues to diversify. By popularizing these products, Asahi Group aims to propose appropriate alcohol consumption and new situations in which to enjoy alcohol and provide new choices for people who choose not to drink alcohol. We have adopted targets for the sales composition ratio of non-alcohol and low-alcohol beverages. Especially in Europe Business of Asahi Group, Asahi Europe & International has an ambition that 20% of their portfolio will comprise of non-alcohol products by 2030. So, the launch of Asahi Super Dry 0.0% internationally will be a positive step to meet consumer demands and drive the strategy.

Asahi Group set the expansion of five global brands as a key strategy and we are placing the highest priority on Asahi Super Dry. Through the launch of Asahi Super Dry 0.0%, we provide a new choice for those who seek to moderate their alcohol consumption and deliver on our great taste promise and bring more fun to life.

About Asahi Super Dry

Asahi Super Dry was first created in 1987, redefining the beer category and introducing to the world a new taste in beer. Today, Asahi Super Dry is Japan’s No.1 beer and we are proud that our innovative brand has become a global icon of progressive Japan. Asahi Super Dry is brewed with precision to the highest quality standards, under the supervision of Japanese master brewers. Our advanced brewing techniques deliver a dry, crisp taste and quick, clean finish. We’re constantly innovating at our brewery to improve production technology and quality management. This commitment to progressive brewing will help us share Asahi Super Dry with the whole world. For more information, please visit
https://www.asahisuperdry.com/en-gb/home/