Japan: Asahi Breweries announces the first premium edition of its core Super Dry beer

Asahi Breweries Ltd. announced on April, 3 that it will begin selling the first premium edition of its core Super Dry beer on June 11, The Nikkei reports.

The new beer will be sold exclusively as a gift set in response to rising demand for packages featuring premium brews. Asahi also expects the move to boost sales of its Super Dry line, which holds the largest share in the beer segment.

The new offering uses domestic golden malt for a full-bodied malt extract, creating a rich flavor that is free of tartness and bitterness, according to the firm. The packaging also features a gold color scheme to give it a refined look. Asahi plans to increase 2013 summer gift blitz beer sales volume by 2% over last year.

The price for a 12-pack of 350ml cans is expected to be 3,000 yen excluding tax.

05 April, 2013