South Korea: LOTTE Asahi Liquor launches new premium beer, Asahi Shokusai

LOTTE Asahi Liquor, part of South Korean conglomerate LOTTE Group and importer of Japan’s Asahi beer, announced on September 12 that it will officially launch its premium beer Asahi Shokusai in the Korean market on September 24. The move follows on from a successful limited release earlier this spring, Asia Brewers Network reported.

The brewer describes Asahi Shokusai as a meticulously crafted premium beer that blends five different types of hops, including the French variety Aramis. This careful selection of ingredients results in a rich and complex flavour profile.

Asahi Shokusai will be available for purchase in a novel draft beer can that features a unique full-aperture lid design. The company emphasises that with the new can design, the quality of the beer’s effervescence results in the foam rising instantly upon opening the can, providing a draft-like experience.

Since its trial debut in Japan in March, the new brew has already received international recognition, by winning the Grand Gold award at the prestigious Monde Selection, a quality beer evaluation competition held in Brussels, Belgium, in April. The brewer has also taken on local Korean actress Kwon Nara as its brand ambassador to help promote the new product.

The beer will be available in 340ml cans with an alcohol content of 5.5%, positioning it in the standard range for premium lagers.