Asahi Europe & International enters alcohol-free beer category, launches Asahi Super Dry 0.0% brand

CZECH REPUBLIC – The European and International Business of the Asahi Group Holdings, Asahi Europe & International, has launched its alcohol-free beer, Asahi Super Dry 0.0% beginning in the United Kingdom and Ireland following the exclusive launch listing.

The company said Asahi Super Dry 0.0% has “the same signature crisp, refreshing, super dry taste to that of number one selling beer in Japan, Asahi Super Dry.

The premium alcohol-free brand, which will start to be commercialized in the two markets from January, will also be rolled out across multiple on and off-trade locations.

The launch in the United Kingdom and Ireland will be followed by Australia, the United States, Canada, and France from March 2023 and New Zealand from April 2023.

The beer will be available in bars and restaurants globally in individual and multipacks of x6, x24 330ml bottles and x4, x6, x24 330ml cans and will be distinguishable in-store from its master brand, Asahi Super Dry, by its prominent silver and blue branding.

Asahi Europe & International Global Brands Director, Richard Ingram said: “This latest product development has been driven by our customers who are keen to moderate their alcohol intake as they pursue a more balanced lifestyle, without sacrificing the premium taste of their favorite beer.”

“Asahi Super Dry 0.0% will be instantly recognizable as it is crafted with the same base recipe and ingredients to match the flavor profile of its signature beer. Only after the characteristic aroma and taste of Asahi Super Dry have been fully developed, is the alcohol gently removed to deliver the crisp, refreshing super dry taste.”

In 1987, Asahi Super Dry was launched, introducing the world to a new “super dry” taste and redefining the category.

The company has yet again revolutionized the same super-dry taste to the world, but now in an alcohol-free format.

Asahi said its Master Brewers have combined pioneering Japanese brewing techniques with the finest barley, maize, hops, and yeast available.

The base recipe of Asahi Super Dry is taken through a process of de-alcoholization to create the finished beer at 0.0% ABV, delivering a super-premium alcohol-free beer that matches the promise of the original Asahi Super Dry.

The beer giant noted the brewing process has brought about the creation of the world’s first super-dry alcohol-free beer, inspiring beer drinkers to step outside their norm and discover a true taste of modern Japan by blending tradition and innovation.

Along with Asahi’s investment in marketing the new alcohol-free beer brand, rising investments being made in the development of nonalcoholic beer with reduced cost, a wide range of flavors, and a soothing taste, along with consumer preference for buying Non-Alcoholic Beers are fostering the market growth of the category.

Verified Market Research projects the non-alcoholic beer market size valued at US$17.54 billion in 2020 to reach US$30.99 billion by 2028, growing at a CAGR of 7.40% from 2021 to 2028.

The increasing awareness against the negative health effects of alcohol consumption and a growing health consciousness among consumers for the benefits of consuming malted beverages along with product availability will also drive the industry outlook.

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