Asahi Super Dry launches new mid-strength offering

Asahi Super Dry has launched ‘Asahi Super Dry 3.5%’, a new mid-strength beer with the unmistakable Karakuchi flavour of i t s full-strength counterpart.

Asahi Super Dry 3.5% offers a crisp and refreshing alternative t o the full-strength beer and, with its distinctive branding, is more likely to be recognised as a mid-strength offer versus Asahi Soukai, which it is replacing.

Since launching in 1987, Asahi Super Dry has become Australia’s favourite premium Japanese beer. Now, with Asahi Super Dry 3.5%, Australian beer lovers can enjoy the s ame crisp and refreshing taste they've come to love while moderating their alcohol consumption. Mid-strength beers are increasingly popular in Australia and, with Asahi Super Dry 3.5%, there’s even more reason to enjoy a mid-strength option.

“Asahi Super Dry has continued to accelerate its growth in t he Australia market,” said Monique DiGregorio, Brand Manager Asahi Super Dry. “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. This transition is also reflected in t he name and packaging. 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 a campaign above the line across video on demand, out of home, digital and social channels from August 2022. The beer will be available through retail and on-premise venues. Asahi Beverages is committed to providing more options for beer drinkers to moderate their alcohol consumption. Already, 29% of Asahi Beverages’ beer sales are from no, low and mid-strength beer.

For more information, contact Anna Shaw, 3 Degrees Marketing ashaw@3dm.com.au