On November 14th, Japanese brewing giant Asahi announced the launch of its first Asahi Super Dry non-alcoholic beer (Asahi Super Dry 0.0%) in the UK, and more major markets including the US will follow suit.
Asahi Extra Dry non-alcoholic beer is part of the company’s wider commitment to have 20 percent of its range offer non-alcoholic alternatives by 2030.
The non-alcoholic beer comes in 330ml cans and is available in packs of 4 and 24. It will first launch in the UK and Ireland in January 2023. The beer will then be available in Australia, New Zealand, the US, Canada and France from March 2023.
The Asahi study found that some 43 percent of drinkers said they were seeking to drink in moderation, while looking for no-alcohol and low-alcohol beverages that did not compromise taste.
The Asahi Group’s global marketing campaign will support the launch of Asahi Extra Dry non-alcoholic beer.
Asahi has raised its profile at several major sporting events over the past few years, notably through partnerships with City Football Group including Manchester City FC. It is also a beer sponsor for the 2023 Rugby World Cup.
Sam Rhodes, Marketing Director, Asahi UK, said: “The world of beer is changing. With 53% of consumers trying new no-alcohol and low-alcohol brands this year, we know that UK beer lovers are looking for high-quality beers that can be enjoyed without compromising refreshing beer. Taste can be enjoyed at home and outdoors. Asahi Extra Dry non-alcoholic beer has been crafted to match the flavor profile of its original signature Extra Dry taste, offering even more options. Based on extensive research and trials, we believe this will be the An attractive premium non-alcoholic beer for every occasion.”