UK consumers and beer lovers to experience first taste of refreshing new beer ahead of global launch 
- Asahi Super Dry 0.0% will be available from January 2023 across UK.
- Alcohol-free alternative will offer same crisp and super dry, refreshing taste of Asahi Super Dry
- Convenient and flexible formats of 4-pack 330ml can and 24-pack case of 330ml bottle will be launched nationwide.
- Asahi Super Dry 0.0% offers refreshment for consumers looking for more drinks choices and opportunities to moderate.
- Asahi Super Dry is Official Beer of Manchester City Football Club and Rugby World Cup 2023 and – where the 0.0% variant will be available.
- Launch supports Asahi Europe & International’s ambition for 20% of core product portfolio to offer alcohol-free products by 2030
Japan’s No.1 beer and official beer of Rugby World Cup 2023 Asahi Super Dry; today announces the arrival of Asahi Super Dry 0.0% across UK and Ireland. New Asahi Super Dry 0.0% will offer consumers an alcohol-free version of the super-premium brand, Asahi Super Dry, with the same signature crisp, refreshing, super dry taste, that has led it to become the number one selling beer in Japan.
Japanese master brewers have combined pioneering brewing techniques with the finest ingredients to deliver a beer with the true taste of modern Japan, now without alcohol – whether out socialising or at home. Asahi Super Dry 0.0% will inspire beer drinkers to step outside their norm.
The launch is a further step towards Asahi Europe & International’s Legacy 2030 ambition that 20% of its portfolio will comprise of alcohol-free products by the end of the decade, offering consumers more choice to suit different consumption patterns, preferences and occasions – whilst continuing to prioritize sustainable production and packaging methods.
Supporting this ambition, Asahi Europe & International’s latest research reveals that consumers are looking for premium alcohol-free alternatives that do not compromise on flavour. Wellbeing and health also play a key factor in people’s decision to reach for alcohol-free alternatives with 43%[1] of UK drinkers citing they were looking to moderate.
The launch of Asahi Super Dry 0.0% is part of an international roll out across eight markets over the next year. It will be available in United Kingdom and Ireland from January 2023, followed by Australia, New Zealand, United States, Canada, and France from March 2023. Asahi Super Dry 0.0% will be distinguishable from its master brand, Asahi Super Dry, by its new prominent silver and blue branding.
A global marketing campaign will support the launch of Asahi Super Dry 0.0% and focus on digital video, out-of-home, and visibility in on and off premise venues.
Sam Rhodes, Marketing Director, Asahi UK, comments on the launch: “The world of beer is changing. With 53%[2] of consumers trialling new no and low alcohol brands this year, we know UK beer lovers are seeking high quality beers that can be enjoyed in and out of the home without compromising refreshment, and taste. Asahi Super Dry 0.0% is crafted to match the flavour profile of its original signature super dry taste, offering expanded choice and options for moderation. Based on extensive research and trialling, we’re confident this will become a highly attractive, premium 0.0% beer of choice for all occasions.”
Alongside this launch, Asahi Super Dry is increasing its appeal across every occasion through the new partnership with City Football Group, including Premier League Champions Manchester City. It is also the official beer of Rugby World Cup 2023 where Asahi Super Dry and Asahi Super Dry 0.0% will be served at all tournament venues across France, spanning 48 matches in 9 cities. Both sporting partnerships play a key role in the ambition of Asahi Europe & International to elevate the fan experience, live in stadiums or at home.
[1] Source: KAM Low & No 2022: The Customer Perspective
[2] IWSR No- and Low-Alcohol Strategic Study 2022
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