INSIDE ASAHI

 

OUR STORY

Asahi started brewing beer in 1889. Almost a century later, in 1987, a new standard in Japanese brewing was set with the launch of Asahi Super Dry. Asahi Super Dry has since continued to grow in popularity, delivering clean, crisp, refreshing “Karakuchi” (dry) flavours to beer aficionados the world over.

 

DEVELOPMENT

Developing Japan's no.1 beer.

Asahi Super Dry was introduced on March 17, 1987, as Japan's first KARAKUCHI draught beer - the result of a concerted effort to reflect contemporary Japanese tastes in beer and brewing.

The birth of Asahi Super Dry is the story of an unprecedented quest to develop the ultimate beer for a whole nation.

ASAHI SUPER DRY IS BORN

Asahi Super Dry was launched in Japan in 1987. Sales rose swiftly - so swiftly that our beer sold out.

A public apology was placed in national newspapers, acknowledging that the under production of Asahi Super Dry was an oversight on our part.

With sales passing the milestone of 100 million cases* in just three years, by 1990, all of our production facilities we re updated with the most innovative technology and equipment available.

Following the launch of Asahi Super Dry, we have continued to improve and innovate production technology and quality management, and we are committed to taking the clean, clear and crisp taste of Asahi Super Dry to consumers across the world.

*One case is equivalent to 20 large beer bottles, approximately 12.66 litres.

UNPRECEDENTED BRANDING AND PACKAGING

With a new and unique Karacuchi beer, a bold new brand was required to match its taste. We believed that the new name should clearly express the distinctive new taste we had achieved; a taste that truly reflected consumer preference.

The English word Dry (meaning karakuchi), and the adjective Super was added to emphasise its crispness. The beer was named Asahi Super Dry.

The design creative of Asahi Super Dry’s packaging was another example of defying expectations.

The Asahi Super Dry label design uses a metallic silver background (representing the metal surface of a can) with a distinctive black font. This simple & elegant design embodies the beer’s crisp and clear taste.

SEARCHING FOR THE BEST YEAST

Yeast plays critical role in the beer making process. It "eats" the sugar content of wort (the liquid extracted from the mashing process during the brewing of beer), converting it into alcohol and carbon dioxide.

Especially selected from hundreds of strains in our yeast bank, Asahi No.318 boasts outstanding efficiency in fermentation. It’s responsible for the clear, crisp taste in every beer we make. It also assists in the production of a sophisticated aroma.

AN UNPRECEDENTED SURVEY OF 5,000 PEOPLE

During the mid-1980s, Japanese brewers were of the belief that beer must taste bitter and heavy. Previous blind taste tests results implied that consumers could not truly appreciate subtle variation in tastes of beer.

The Asahi development team established two bold new concepts: the consumer can appreciate subtle differences in beer and the standard of good tasting beer develops over time.

Additionally, Japanese consumers were choosing a wider variety of products based solely on flavour, so why not beer as well?

THE CREATION OF THE FIRST KARAKUCHI BEER

Our survey of 5,000 respondents revealed comments such as, "I want to drink crisp, more refreshing beer," or "I like beer refreshing enough so I can drink several glasses," and "I want beer that goes well with any kind of dish."

In response, Asahi conceived a new Japanese beer type: Karakuchi.

Developing the new Karakuchi recipe began by exploring an almost infinite combination of yeasts and other ingredients and constantly refining the brewing process.

REPEATED TASTING SESSIONS

After committing Asahi yeast strain No.318 to the brewing process, our team finally began experimenting to achieve the ideal taste.

In the quest for a suitable Karacuchi taste, trial beers were taste-tested with sashimi and a range of other Japanese and international foods.

After countless tastings, the original recipe for Asahi Super Dry was born. Devised to ensure it compliments a wide range of foods, the beer remains unchanged to this day.

 

ASAHI BEER INGREDIENTS

BARLEY

We have set more than a hundred compliance criteria for the selection of the malted barley we use for Asahi Super Dry. The strict criteria includes specific requirements for grain species, namely its origins and methods of germination. To ensure we consistently meet our exacting standards we have an established network of grain suppliers across the world.

HOPS

Typically only a minimal quantity of hops are used in lager production to add aroma, however, in Asahi Super Dry we use a lavish quantity to realise our goal of clear, yet elegant, bitterness and the pursuit of a more sophisticated, clear, Karakuchi taste.

YEAST

To produce Asahi Super Dry beer, we use the Asahi yeast strain No. 318. This rare yeast not only yields outstanding fermentation but produces a complex aroma, resulting in an elegant and sophisticated flavour that ensures the distinctive pure, crisp, and dry taste of Asahi Super Dry.

Sophisticated brewing technology is required for the yeast to perform at their peak during the beer making process. At Asahi, we are tirelessly developing new technologies in the pursuit of a more sophisticated, clean, clear and crisp "Karakuchi" taste.

 

TECHNOLOGY

We are constantly developing and updating our technology to ensure we use only the best when brewing Asahi Super Dry. From specialised conveyor systems to prevent damage to malt to milling machines that minimise the mashing of delicate grain, many breakthroughs have been made.

We have even developed a natural technology that retains the great taste of Asahi Super Dry without using preservatives.

Since the 1987 debut of Asahi Super Dry, our goal has remained consistent: bring sophisticated, clear, Karakuchi taste to consumers around the world, no matter what it takes.