Asahi Super Dry appeals to new generation of beer drinkers with new product

Japan’s beer brand Asahi Super Dry has expanded its product portfolio to reach new audiences with the introduction of Dry Crystal - a new low-strength beer with three-low innovation.

Inspired by the Japanese philosophy of living a full and active life, Dry Crystal is made in Japan and offers three-lows – a lower 3.5% ABV, as well as 40% fewer calories and 70% less carbs than Asahi Super Dry beer – while delivering the same iconic Super Dry taste.

Following the launch of Dry Crystal in Asahi’s home market of Japan in 2023, this new beer is now available in supermarkets, online and select restaurants in Hong Kong and Taiwan.

With this new product, Asahi aims to provide the Super Dry experience to the new generation of beer drinkers, making the beer a perfect fit in the brand’s current formulation.

It also aims to bring users to a new discovery by unlocking new ways to experience beer, while providing the same high-end quality and premium-feel inherent to the brand.

"With consumer needs at the core of the business, Asahi Super Dry continuously explores new product offerings and innovations that tap into the latest trend and consumption occasions across different markets," said Kinyi Choo, managing director, Asahi Beer Asia.

"Dry Crystal is the next generation under the Super Dry edition and was created to respond to a change in consumer attitudes – a growing consciousness about what they are eating and drinking. The new product is perfect for those who want to enjoy a beer and not miss out on social situations while also maintaining a lifestyle of moderation,” he added.

To amplify the reach of the new product, the brand has partnered with Japanese actress Kanna Hashimoto to unveil a Dry Crystal campaign. In her first-ever role in an alcohol-related advertisement which will be aired on multiple channels in Japan, Hong Kong, and Taiwan, a video is launched to showcase Hashimoto living both her professional and personal life without compromise as she tastes the new Dry Crystal beer.

Accompanied by Pharrell Williams’ hit song, Happy, the advertisement with Hashimoto seamlessly illustrates how Dry Crystal’s taste can complement consumers’ lifestyle of moderation. 

MARKETING-INTERACTIVE has reached out to Asahi for more information. 

Don’t miss: Asahi emphasises the simplicity of draft beer in new campaign

In 2023, Asahi added the Nama Jokki can – the world’s 1st innovative draft beer in a can – to their portfolio in key Asian markets, including Hong Kong, Singapore and Taiwan.

The inside of the Nama Jokki Can has a special nonuniform coating. This knobby structure causes bubbles to form naturally when consumers open the lid and enjoy a frothy head of beer in a can. This new design allows consumers to enjoy the same Super Dry taste as a glass of draft beer served at a bar or restaurant, in a can.

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