Industry News       English French Dutch Spanish German Russian Italian Portuguese Portuguese Danish Greek Romanian Ukrainean Chinese Polish Korean
Logo Slogan_Danish


CASTLE MALTING NEWS in partnership with www.e-malt.com Danish
16 January, 2018



Brewing news UK: Asahi relaunching Asahi Super Dry beer in the UK

Asahi UK is boosting its flagship Japanese lager brand with the relaunch of Asahi Super Dry, brewed according to its original recipe, The Grocer reported on January 15.

The 5.2% beer was previously contract brewed by Shepherd Neame in Britain, but will now be produced ‘in-house’ by Asahi UK in Padua, Italy. New stock with revamped packs rolled out on January 15.

The change was the first opportunity for Brits to “taste Asahi Super Dry in its true form” said Asahi UK MD Tim Clay. “Its unique dry, crisp taste with a quick clean finish, known as karakuchi, has undoubtedly been fundamental to this beer’s success”.

Clay added it was “incredibly important” for Asahi UK “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.”

The brand hopes to grow distribution with the relaunch, and has secured fresh listings in Waitrose.

Marketing would “reflect the Japanese roots and authenticity of the brand in a contemporary manner, utilising various forward-thinking elements of Japanese culture that are tangible and accessible in the western world”.





Tilbage



E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .














Vi bruger cookies for at sikre, at vi giver dig den bedste oplevelse på vores hjemmeside. Hvis du fortsætter med at bruge denne side, antager vi, at du er tilfreds med den.     Ok     Nej      Privacy Policy   





(libra 2.9326 sec.)