Japan: Asahi to change flavor profile of its flagship Super Dry beer for the first time in four years

Asahi Breweries Ltd. said on May 29 it will change the flavor profile of its flagship Super Dry brand for the first time in four years, aiming to capitalize on the expected increase in demand for beer following the revision of Japan’s liquor tax in October last year, The Japan News reported.

The company is refining the beer’s taste to appeal to beer enthusiasts and other consumers.

The renewed product will replace the current version, starting with batches produced in early August.

Built around the concept of delivering “the ultimate dry beer that tastes best when ice cold,” the company has adjusted the malt ratio and hop blend to enhance both its rich taste and its crisp finish.

“With the liquor tax revision, consumers will reconsider which beer truly tastes best,” said Takeshi Furusawa, head of marketing for Asahi Breweries, said at a press briefing on Friday. “When that happens, we want to offer a Super Dry that exceeds expectations.”

For 2026, Asahi Breweries is aiming to sell a total of 71.02 million cases of all beverages in the Super Dry brand portfolio, up 3% from the previous year.

Under Japan’s liquor tax, which was revised in October, taxes on beer, happoshu (low-malt beer) and so-called third-segment quasi-beer products will be unified at ¥54.25 per 350-milliliter serving. The change will reduce the tax on beer by ¥9.10 per can, while increasing taxes on happoshu and third-segment quasi-beer products by ¥7.26.

31 May, 2026