Launch of Asahi Super Dry

Faced with tough times, in 1985 Asahi Breweries set about finding out why their market share was declining.  To understand what consumers wanted they conducted a survey of more than 5000 consumers to assess their preferences and tastes.  Drawing on their customer-oriented spirit, the company changed the flavour of its beers, culminating in the launch of Asahi Super Dry in 1987.  Within 10 years, Asahi Super Dry overtook Japan’s top ranked beers to become the number one beer in that country.  Today, Asahi Super Dry is the leading beer in our portfolio in Australia and New Zealand.