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Asahi’s flagship Super Dry beer to undergo biggest makeover in 35 years -Breaking

by Mike Robinson

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© Reuters. FILEPHOTO: This is the logo for the Asahi Breweries, seen at Asahi Ibaraki Brewery Moriya (Ibaraki prefecture), Japan, April 7, 2016. REUTERS/Yuya Shino

TOKYO, Reuters – Japan’s Asahi Group Holdings announced Thursday that it would make the first “full renew” of Super Dry Beer brand from its 1987 debut. This will alter the taste and appearance of the brew.

In a press release, Super Dry stated that the brewing technique will be modified to create a distinctive “faint hop” flavor. A new logo will be added to the can, and it will go into effect in mid-February.

According to the company, these changes were made in response to increased competition on Japan’s declining domestic market.

Japan’s leading beer manufacturer, Asahi Group, has nearly 40% of Japan’s market.

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