Asahi Super Dry, the leading beer brand from Japan, is embarking on an exciting new journey this year with the introduction of its revamped brand and enriched taste, inspired by Modern Japan. The beer’s iconic silver packaging has undergone an upgrade, seeking to reflect the vibrancy and innovation that are to characterise the new Asahi Super Dry experience.
The enhanced flavor of the New Asahi Super Dry is crafted such that the beer now delivers a quick peak and clean finish, offering a crisp and refreshing sensation reminiscent of Japan’s iconic Bullet Train. Its minimalistic yet immersive profile is designed to spark curiosity and invite exploration into the world of Modern Japan.
For the first time since its introduction in 1987, the recipe of Asahi Super Dry has been refined to amplify the unique sake-inspired crispness that made it a global icon. The refined dry taste leaves no unpleasant residual flavor, enhancing the original food flavors and making it an ideal pairing for any cuisine. We tried it and love it.
The revamped recipe also incorporates a new hop treatment process, resulting in a delicate hop aroma, and a yeast control technology that enhances the fermentation-driven aroma. Combined, these elements create a symphony of delightful aromas that elevate the drinking experience.
In conjunction with the brand revamp, Asahi Super Dry has also announced two exciting partnerships. It is now the Official Beer Partner of four City Football Group clubs, including Manchester City, Melbourne City, Yokohama F. Marinos, and Sichuan Jiuniu. Additionally, Asahi Super Dry is also one of the official sponsors of the Rugby World Cup 2023, bringing Japan’s number one beer to rugby fans around the world.
The Art of Taste event to experience the New Asahi Super Dry
To introduce the new brand journey and showcase the unexpected vibrancy of Modern Japan, Asahi Super Dry is presenting The Art of Taste event from 7 July to 20 July. The free event, held at the Visual Arts Centre, offers Singaporeans a unique opportunity to immerse ourselves in the world of Asahi Super Dry.
The Art of Taste event will feature brewery installations where visitors can engage with the ingredients used to make the beer and experience a captivating musical light show that simulates the fermentation process.
These beautiful installations as seen above, provide a perfect backdrop for memorable photos and shareable moments on social media.
Furthermore, the event will include a Tasting Masterclass hosted by the Masters of Super Dry, offering a step-by-step guided experience in a modern izakaya setting. Participants will learn about the inspiration behind Asahi Super Dry, discover the distinction between dry and non-dry, witness the perfect Super Dry serve, and appreciate the taste of ‘quick peak, clean finish’ with three distinct flavors. The masterclass highlights the versatility of the new Asahi Super Dry, demonstrating its suitability for various cuisines and occasions.
In the Taste Zone, visitors will have the opportunity to explore the different environments in which the new Asahi Super Dry can be enjoyed. From traditional coffee shops to modern restaurants and bars, as well as in supermarkets, Asahi showcases the beer’s adaptability and versatility.
Exclusive beer bundles featuring the new Asahi Super Dry and Kuronama will also be available for purchase.
Admission to the event is free of charge, with tickets available for the Tasting Masterclass at $6 on Klook.
Asahi Super Dry presents: The Art of Taste Event
Where: Visual Arts Centre (10 Penang Road, #01-02 Dhoby Ghaut Green)
When: 7 July to 20 July (4:30pm to 10pm)
Ticket price: Free of charge
Tasting Masterclass: Tickets are available at $6 on Klook
