Japanese brewer Asahi has announced that it will relaunch its Super Dry beer in the UK, brewed in the same ‘authentic form’ as the beer sold in Japan.
The move comes after a major investment from the brand, which has allowed Asahi to produce the beer ‘in-house’ in Europe for the first time.
Super Dry was previously brewed by a third party in the UK, but those operations will now be moved to the Padua brewery operated by Birra Peroni, which is owned by Asahi Group Europe.
The brand claims that ‘extensive’ taste testing took place to ensure the new beer was an exact replica of the blend offered in Japan.
Tim Clay, managing director of Asahi UK said: “When Asahi Super Dry was originally introduced in Japan, it brought an entirely new genre of beer to the country that has now gone on to become its number one selling beer.
“It was incredibly important for us to ensure we brought that same authentic taste to the UK market, therefore significant investment and comprehensive taste testing have taken place in collaboration with our Japanese colleagues.
“This will be the very first-time British consumers will be able to enjoy Super Dry in its true form.”
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