Japan & UK: Asahi Breweries to make Super Dry beer in Britain

Asahi Breweries Ltd. announced on Thursday, July 21, it will begin making Asahi Super Dry products in Britain in September by entrusting production to local brewer Shepherd Neame Ltd., according to Kyodo News statement. With the step, Asahi aims to expand sales of barreled beer in the home of pubs and boost overall sales of Super Dry products in Britain 2.4-fold by 2008, the Japanese beer brewer said.

Shepherd Neame, Britain's oldest brewer with a history of more than 300 years, will produce 30-liter barrels as well as 330- and 500-milliliter bottles for the British market, the biggest market in Europe for Asahi, it said.

Asahi Beer Europe Ltd., Asahi's wholly owned unit in London, will sell the Super Dry products made by Shepherd Neame. By using the British company's sales network, the Asahi unit will aim to boost the number of pubs selling Super Dry barreled beer to more than 800 in 2008, the company said.

In Europe, Asahi began production of Super Dry products in January 2000 through Staropramen Breweries AS of the Czech Republic. The Czech company has been making five Super Dry products for Asahi for sales in about 20 countries in Europe, including Britain, France and Russia.

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