E-Malt.com News article: Romania: Ursus Breweries launches Japan’s Asahi Super Dry beer in Romania

Ursus Breweries launches Asahi Super Dry, Japan’s number one beer in the world and beer number one in Japan, a fine and refreshing beer, perfected by Japanese technology, the Business Review reported on May 23.

Asahi Super Dry is the first product of the Asahi Breweries Europe Ltd. portfolio launched on the Romanian market under the license that complements the Ursus Breweries super premium brand portfolio.

Asahi Super Dry is a non-pasteurized blonde beer with a complex flavor made from the finest ingredients that gives it a sophisticated flavor, fine, fresh and refreshing (Super Dry). In addition to the basic ingredients, water, malt, hops and yeast, Asahi Super Dry also contains a unique ingredient specific to Japanese culture, namely rice, which gives it a delicate taste and complements the flavor of the product.

”Known as Karakuchi in Japanese, the Super Dry and Refreshing Super Dry is certainly the distinguishing feature of the Asahi Super Dry brand on the Romanian market. In 1987, when it was launched in Japan, it produced a revelation in the beer category due to its unique taste and especially because it was easy to drink and could be enjoyed by any type of food, even fish or seafood, specific to Japanese culture. Consumers immediately appreciated this, and Asahi Super Dry soon became not only beer no. 1 in Japan, but also the best-selling Japanese beer in the world, already present in approx. 70 countries. We are delighted to be launching Asahi Super Dry in Romania in the super premium segment, where consumers are looking for fresh and sophisticated tastes. We believe that this completely new type of beer, which also contains a unique ingredient – rice, will fully satisfy its curiosity and needs,” says Cristina Gherman, global brands director at Ursus Breweries.


23 May, 2018