ASAHI BREWERIES | PRODUCTS | Asahi Super Dry

STAGE ONE The Beginning

The first Asahi Super Dry is formulated, and its KARAKUCHI taste changes product trends in Japan’s beer industry.

1985	An in-depth survey of 5,000 people on preferences in beer taste is conducted.Asahi Breweries initiates its new corporate identity programs.
1986	Super Dry development team begins work.
1987	Sales of Super Dry start on March 17.
1988	Dry Beer War among Japan’s breweries breaks out. Super Dry is introduced in the North American market.
1989	Super Dry sales reach the 100 million case mark, establishing its leading position in Japan.

STAGE TWO Market Dominance

The sophisticated, clear KARAKUCH taste is proven to be a winner and sets a new standard for beer in Japan.

1990	All Asahi Breweries’ facilities are updated for the increased production of Super Dry. Many other dry beer brands, failing in the Dry Beer War, withdraw from the market.
1991	The new Ibaragi Brewery is completed.
1992	Fresh Management principles are introduced that incorporate both quality and supply chain management, which are intended to ensure the freshness of Super Dry from production to its delivery.

STAGE THREE Freshness

Asahi claims freshness is a new standard of quality to be used for beer. This claim again profoundly impacts the beer market in Japan.

1993	Newspaper advertising campaigns commence with slogans of “Japan’s best selling draft beer,” and “Value in freshness.”
1994	Molson Inc. begins the Canadian production of Super Dry.
1995	TV advertising focuses on quality: the average time from the end of Super Dry production to its shipment from the brewery is shortened to mere 5.4 days. Asahi concludes a business collaboration agreement with Miller Brewing Company of the U.S., thus establishing a foothold for a U.S. sales network.
1996	Asahi signs a business collaboration agreement with Bass Brewers of the UK and begins sales in Europe.
1997	Total Fresh Management principles are introduced to further improve quality and supply chain management for the sake of Super Dry’s freshness.

STAGE FOUR Japan's No. 1 Beer

Super Dry solidifies its leading position through its refinements toward even better, fresh, crisp taste. It is presented with the new challenge of expanding the sales of Japan's most popular beer brand worldwide.

1998	Super Dry Steiny bottle, a mug-size, returnable glass bottle, is introduced. The Shikoku brewery is completed. Asahi Breweries captures Japan’s No.1 beer market share. Yantai Beer Asahi Co., Ltd., begins local production of Super Dry in China. Asahi Beer U.S.A., Inc., is established jointly with the Miller Brewing Company.
1999	Joho Tamatebako, a sales information database, is set up in Asahi’s intranet system for sales and marketing personnel to share and exchange success stories and sales tips nationwide. A state-of-the-art brewery of Shenzhen Tsingtaobeer Asahi Co., Ltd., begins its production of Super Dry in China. Asahi Beer Europe Ltd. is established.
2000	Power of Beer, a new advertising and sales promotion campaign, is launched . Chiebukuro, a technical information database, is set up in Asashi’s intranet system for R&D and production personnel to exchange information. Asahi obtains ISO9002 certification for its quality management system of draft beer. The average time from the end of Super Dry production to its shipment from the brewery is shortened to 4.4 days. Super Dry production begins at Prague Breweries, A.S., in the Czech Republic.
2001	The Anti-Oxidation Project starts: a project to minimize the possible oxidation of beer in the manufacturing processes. (Oxidation jeopardizes the fresh flavor of beer.) Asahi claims the No. 1 share in the domestic beer [including happoshu] market.
2002	The Kanagawa Brewery is completed. Asahi starts producing Super Dry locally in Thailand in cooperation with the Boon Rawd Group.
2003	Asahi successfully develops an innovative technology to prolong the fresh aroma and flavor of beer after production. Beijing Beer Asahi Co., Ltd., begins construction of a new brewery for the production of Super Dry in China. A third brewery within China for Super Dry production was completed in the spring of 2004.