Media Releases

17 September 2015

Asahi launches Soukai

Asahi Premium Beverages has announced the launch of its latest product, Asahi Soukai (pronounced Souk-eye), a 3.5% ABV lager catering to consumers who enjoy the refreshment of premium beer and value the benefits of a lighter and lower carbohydrate alcohol.

Set to become the new beer of choice for mid-strength consumers, Asahi Soukai is available in the on and off premise from the start of October in 330ml bottles and will add to Asahi Premium Beverages’ enviable repertoire of quality beverages.

Consumer insight and preference was at the forefront of developing the new Asahi Soukai with male and female 20 to 40 year old premium international and mid-strength beer drinkers the target market. Research has shown that Australians are genuinely and increasingly concerned about their health, fitness and physique. As a result, consumers are looking for options that offer control in alcohol and carbohydrate intake and allow a sharp and sophisticated drinking experience – introducing Asahi Soukai.

Michael Vousden, Senior Category Manager – Beer (AUS) shared his confidence in the new product. “Asahi Super Dry is currently the fifth largest international beer by volume (latest quarter, Aztec data to end July 2015) in the international beer category, so we expect strong results from our newest product, Asahi Soukai. As a business we are excited about the response from consumers around the world who have been asking for a lower alcohol, lower carbohydrate and great tasting beer option.

“Asahi Soukai is the finest choice for our consumers who are educated about health and wants to remain professional when conducting business in social environments. We are proud of the Asahi Soukai product and believe in its positioning as it launches into the local market,” Vousden stated.

Asahi ‘Soukai’ meaning ‘refreshing’ in Japanese will deliver a clean, smooth taste that embodies the refined, Japanese way of life whilst retaining that unmistakably refreshing, crisp Asahi Super Dry taste. Born of the Asahi Super Dry beer taste profile. Asahi Soukai is a premium, lower carbohydrate (compared to the leading international premium full strength beer), easy-to-drink, non-filling, sociable and expertly-brewed lager that uses high quality Japanese brewing standards and techniques. The product is brewed in Australia.