Japan: Asahi, Mercari trying to prevent Asahi’s foam-generating canned beer from being resold at inflated prices

Asahi Breweries Ltd. and Mercari Inc. are working to prevent Asahi’s foam-generating canned beer from being resold at inflated prices, The Japan Times reported on September 26.

The major beer firm and the online flea market operator signed a cooperative agreement, as Asahi Super Dry Nama Jokki Can beer is being posted on Mercari’s site at prices far above the retail price.

When users search for the beer on Mercari, a message appears saying, “The price may have soared.” Mercari’s official blog and Asahi’s official website also issue alerts.

Asahi launched the canned beer, which mimics draft beer in a mug, in April. It’s become popular for the way foam rises when the can’s top is pulled completely off to create a wide opening.

A single 340-milliliter can is expected to be sold for around ¥219, but on the Mercari site, it sometimes goes for about ¥500, Asahi Breweries said.

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 .