Australia: Asahi launches new mid-strength beer
Asahi has announced the launch of a new mid-strength beer, Asahi Super Dry 3.5%, which aims to be a crisp and refreshing alternative to the full-strength Asahi Super Dry, The Shout reported on July 27.
The new Asahi Super Dry 3.5% will replace Asahi Soukai, as the premium Japanese beer brand evolves to meet the needs of the ever-growing market for high quality, lower strength drinks options. Already, 29 per cent of Asahi Beverages’ beer sales are from the no, low and mid-strength sector.
Asahi Super Dry 3.5% has distinctive branding to call out the ABV, while showcasing the new beer’s ability to provide the same unmistakable Karakuchi flavour consumers love about full-strength Asahi Super Dry.
Monique DiGregorio, Brand Manager at Asahi Super Dry, said the new beer’s release builds off strong success for the brand in Australia, which has grown since its launch in 1987 to become one of the country’s favourite international beers.
“Asahi Super Dry has continued to accelerate its growth in the Australia market. With this growth, ensuring we have the right approach to our moderation portfolio is crucial. The transition of our mid-strength Asahi beer to the ‘Super Dry’ taste profile is a positive step locally and globally to achieve this,” she said.
“We’re confident that Asahi Super Dry 3.5% will be enjoyed by anyone who loves the original but who is looking to moderate their alcohol consumption.”
The launch of Asahi Super Dry 3.5% in the Australian market will be supported by an ATL campaign across video on demand, out of home, digital and social channels from next month, as the beer rolls out to on-premise venues and off-premise retailers.
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