This Asahi can is self-foaming and replicates the taste of a mug of draft beer

Japanese beer brand Asahi Super Dry is taking beer drinking to the next level with the launch of a self-foaming ‘draft beer in a can, the Asahi Super Dry Nama Jokki.

The product is the world’s first canned beer product that allows you to enjoy the same taste as a mug of draft beer served at a bar or restaurant. It boasts a unique interior coating that produces a creamy foam on top, delivering the delightful experience of a freshly poured draft beer in a traditional mug, Asahi said in a statement. 

Designed to elevate the experience of beer drinking at home, simply pull the tab, put your hands around the can, and fine foam immediately develops as if the beer was just poured from a tap. The fully opened top not only enhances the aroma going into your nose, but also enriches the overall tasting experience as the liquid flows into your mouth, the beer company continued.

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According to the brand, the drink, with its peak in flavour and clean finish, aims to complement a variety of cuisines and flavors.

The beer was first launched in Japan in April 2021 after four years of development to make beer drinking at home a more fun and exciting experience. With its entrance into Singapore, the Asahi Super Dry Nama Jokki will be available in FairPrice outlets for the public to enjoy.

The brand has taken to its social media pages, to promote and share with its audiences how to fully make use of the unique experience. Consumers will just have to pull the tab and wrap one’s hands around the can to develop the foam. It is also paired with a fully-openable top, which enhances the aroma of the beloved drink.

MARKETING-INTERACTIVE has reached out for more information.

Beer brands have been making significant efforts to up their innovations and to cater to a new group of drinkers. Recently, Tiger Beer decided to dip its paws into the fashion space with the launch of the world's first puffer jacket with a beer-powered cooling system made specifically to keep you cool in the tropical heat.

Done in partnership with fashion designer Izzy Du, BBH Singapore and LePub APAC, the TIGER Summer Puffer's cooling system is powered by an ice-cold Tiger Beer. The beer chills water that is then pumped around the wearer's body using a network of silicone tubes. These tubes make contact with key points where the arteries are closest to the skin, cooling the body down by up to 5°C in the sun.  

To engineer the tech behind the TIGER Summer Puffer, Tiger Beer and Du worked with a creative studio in Japan, Whatever Co. Masashi Kawamura, chief creative officer at Whatever Co. said that the jacket was inspired by the same tech that keeps astronauts cool in extreme temperatures.

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