FDBusiness.com

Asahi Super Dry Re-launching in the UK

 Breaking News
  • Campbell Soup Company CEO Retires US food group Campbell Soup Company has announced that Denise Morrison, President and Chief Executive Officer, has chosen to retire with immediate effect. Keith McLoughlin, a Campbell Board member since 2016, has been named interim CEO and will also remain a member of the Board to facilitate an orderly transition in management while recently elevated [...]...
  • Valio Establishes New Business Units in China Valio, the Finnish dairy co-operative, is stepping up its activities in China with the opening of a new head office in Shanghai. The newly established head office will focus on serving the Chinese market. Besides the Ingredient business units, Valio China has also established the new business units of Retail and Food Service. According to Euromonitor [...]...
  • Nestlé Launches Global Initiative to Help Children Lead Healthier Lives Nestlé has announced its global ‘Nestlé for Healthier Kids’ initiative. The program includes the further development of healthier products and advice for families on nutrition and exercise. It aims at helping 50 million children lead healthier lives by 2030. Since its foundation, Nestlé has been committed to helping parents and caregivers provide the right nutrition to their children. [...]...
  • Dunnes Stores Simply Better Collection Recognised at International Excellence Awards Dunnes Stores’ Simply Better Collection will be presented with five prestigious accolades at the Private Label Manufacturers Association (PLMA’s) 2018 International Salute To Excellence Awards, taking place later this month in Amsterdam. This is the third year in a row that the Dunnes Stores Simply Better Collection has been recognised for excellence at the PLMAs, last year [...]...
  • CHEP Enables Highland Spring Group to Achieve Substantial Environmental Savings Highland Spring Group, the UK’s largest supplier and producer of natural source bottled water, is enjoying significant environmental savings thanks to the use of CHEP’s pooled pallets within its supply chain. Last year, the owner of brands such as Highland Spring, Speyside Glenlivet and Hydr8, signed a three-year contract renewal with CHEP, the supply chain [...]...

Asahi Super Dry Re-launching in the UK

Asahi Super Dry Re-launching in the UK
January 17
09:47 2018

Asahi UK, the UK subsidiary of Asahi Europe, is boosting its strong portfolio of beer brands by re-launching Asahi Super Dry in Britain in its authentic form. For the first time in Europe, full access to the exact Japanese brewing standards have been given to Asahi Europe and these innovations will bring the authentic taste of Asahi Super Dry to UK consumers.

The super-premium beer will be served for the first time using hi-tech Japanese dispense technology that ensures a pint in London will have the same serve and taste as a pint in Tokyo.

Asahi Super Dry, which was first produced in 1987, set a new standard for brewing and was specifically created to develop a dry, crisp taste with a quick clean finish that would cleanse the palate and complement any type of food. It is brewed with Asahi yeast, hops, barley and rice that helps cleanse the palate after eating.

Tim Clay, managing director of Asahi UK, says: “When Asahi Super Dry was originally introduced in Japan, it brought an entirely new genre of beer to the country that has now gone on to become its number one selling beer. Its unique dry, crisp taste with a quick clean finish, known as Karakuchi, has undoubtedly been fundamental to this beer’s success. It was incredibly important for us to ensure we brought that same authentic taste to the UK market, therefore significant investment and comprehensive taste testing have taken place in collaboration with our Japanese colleagues. This will be the very first time UK consumers will be able to enjoy Asahi Super Dry in its true form.”

Asahi Super Dry will already be familiar to some consumers in the UK, having been locally brewed under licence by a third party in the past. Now major investment coupled with highly innovative technologies from Japan, have allowed the brewing process to be taken ‘in-house’ for the first time in Europe.

The Padua brewery of Birra Peroni, owned by Asahi Europe, has been chosen to bring the brewing process to Europe and to deliver the unique Karakuchi taste of Asahi Super Dry.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • May 21, 2018London Int'l Wine Fair
  • May 22, 2018European Coffee Expo
  • June 1, 2018Gluten Free Expo Slovakia
  • June 3, 2018Vinoble
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements