E-Malt.com News article: Japan: Asahi and Orion develop new “third-category” quasi-beer

Asahi Breweries Ltd. and Orion Breweries Ltd. have jointly developed a “third-category” quasi-beer, The Japan Times reported last week.

The product, Asahi Orion Okinawa Dayori, was launched on July, 23 throughout Japan except in Okinawa, where Orion is based, and in the Amami region of Kagoshima.

Only 50,000 cases of the sparkling low-malt beverage will be sold. Each contains the equivalent of 20 633-milliliter bottles.

The quasi-beer is being produced at Orion’s plant in Nago and the marketing is being handled by Asahi. The beverage combines the light taste of Orion’s beers with a clear flavor developed using Asahi’s brewing technology, the two companies said.

The price will likely be set at around ¥140 per 350-milliliter can.

Asahi and Orion formed a partnership in 2002. Asahi has a stake of about 10 percent in Orion.

At a news conference in Tokyo, Orion official Masakazu Miyazato said more joint products were in the pipeline with Asahi.


24 July, 2013