Asahi Breweries Refreshes 'Super Dry' Brand

Asahi Breweries, Ltd. (Headquarters: Tokyo; President: Kazuo Matsuyama) is refreshing the flavor, packaging, and communication of its 'Super Dry' brand. The 'Asahi Super Dry' and 'Asahi Super Dry Nama Jokki Can' will be updated sequentially starting with production in early August, while 'Asahi Super Dry Dry Crystal' will be released on October 6. Since 2025, 'Super Dry' has focused on 'coldness,' the value customers seek most in beer, promoting the idea that chilling the beer to the extreme enhances its signature 'dry' taste. In 2026, in addition to releasing limited-edition products specialized for 'coldness,' the company is expanding locations where consumers can experience this 'coldness,' such as at restaurants. To accelerate these efforts, the company has positioned this initiative as 'Super Dry 3.0' and is refreshing three of its brands. ■ 'Asahi Super Dry' This is the second flavor refresh since its launch in 1987. The development aimed for the ultimate 'dry' taste when served ice-cold. While maintaining the base of its signature 'dry' taste, the malt usage ratio has been increased to enhance the malt-derived flavor and improve the drinking satisfaction upon the first sip. Additionally, by reviewing the blend of hop varieties added immediately after boiling in the brewing process, the company has brought out hop-derived aromas, achieving a finish with even sharper crispness. ■ 'Asahi Super Dry Nama Jokki Can' Popular for its creamy foam and malt aroma, the 'Super Dry Nama Jokki Can' has been refreshed to allow consumers to enjoy the improved 'drinking satisfaction' even more when drinking directly from the wide opening of the full-open can. The can design retains the dynamic look of flowing foam while adopting a design consistent with the standard 'Super Dry.' The back of the can now features a large, vertical 'SUPER “DRY”' logo, strengthening the sense of unity within the 'Super Dry' series. ■ 'Asahi Super Dry Dry Crystal' Since its launch in 2023, it has offered a new choice with 3.5% alcohol content. In this refresh, the amount of hops, known for their pleasant bitterness, has been increased to enhance the drinking satisfaction upon the first sip. Furthermore, by adjusting the blend ratio of hop varieties used in the brewing process, the malt aroma is highlighted, achieving a taste that allows for a greater sense of 'dry crispness' typical of 'Super Dry.' The can packaging now features the brand's signature 'Dry Beer' and, like the 'Nama Jokki Can,' includes a large 'SUPER “DRY”' logo on the back to strengthen brand unity. Promotions will highlight the appeal of the refreshed 'Super Dry.' To encourage consumers to experience the new taste, the company will conduct in-store sampling, experiential events, TV commercials, and digital campaigns to generate buzz and stimulate consumption. 'Super Dry' was launched in 1987, creating the new concept of 'dry' beer. With the concept of 'a smooth, crisp, dry draft beer,' the company has continued to challenge itself to improve quality. In 2022, for the first time in 36 years since its launch, the company refreshed its flavor, packaging, and communication simultaneously to improve its 'dry taste' ('Super Dry 2.0'). With the unification of liquor tax rates for beer products in October 2026, interest in beer is expected to rise further. The company is promoting 'New Dry x Cold' ('Super Dry 3.0'), where the 'dry taste' can be fully realized when ice-cold, aiming to change the flow of the beer market and create 'tastes that exceed expectations and a fun lifestyle culture' as advocated by the Asahi Group.