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    HERITAGE
    The History of Asahi Breweries.
    Revolution: The Introduction of ASAHI SUPER DRY.
    ASAHI SUPER DRY, Japan’s No.1 Beer.
    1889
    THE HISTORY OF
    ASAHI BREWERIES
    In 1889, the predecessor of Asahi Breweries, Osaka Beer Brewing Company, was founded.
    Its singular purpose was to produce a world-quality beer in Japan. Employing time-honoured German brewing techniques, the company introduced Asahi Beer. It was quickly embraced as a top-quality domestic beer and by 1903 had become the best-selling beer in Japan.
    During World War II, the Japanese beer industry was consolidated. After the war ended,however, it once again became three individual companies. The Osaka Beer Brewing Company, now called Asahi Breweries, challenged itself to return to the top of the domestic beer market.
    In 1987, Asahi launched a new product that sent it soaring to the top of the market - and forever changed the beer industry in Japan.
    1987
    REVOLUTION:
    THE INTRODUCTION OF
    ASAHI SUPER DRY
    Its taste was so revolutionary that it divided Asahi Beer management until the last possible moment.
    But in the end, it was decided to introduce a new style of beer,
    one that extensive research suggested Japanese consumers strongly desired.
    Consumers wanted a crisp, clean taste that could be enjoyed glass after glass.
    Moreover, they desired a beer that could be paired with any type of food.
    Because there was no beer-related phrase that could adequately characterize the new brew’s uniquely smooth taste, Asahi began describing it as dry, a term generally associated with wines. And so, in March 1987, ASAHI SUPER DRY was launched…and the world beer landscape was forever changed.
    NO.1
    Over 100 million cases sold annually for more than 25 years.
    ASAHI SUPER DRY
    JAPAN'S NO.1 BEER
    In 1997, consumers expressed their desire and appreciation for the exceptional quality and uniquely satisfying taste of ASAHI SUPER DRY by making it the number-one-selling beer in Japan.
    It is a position it holds to this day, as its impact continues to grow around the world.
    Japan Beer Category Brand Share (2016)
    PRODUCT
    PROFILE