Headquarter: Chemical Industry Park, Economic Development Zone,  JiNan City,  ShanDong Province, China.

Phone +86-152 8958 7728

Angela@BlueSkytcca.com
Mastering taste challenges in good-for-you products

Brand story, healthier alternatives, and sensory characteristics to … – FoodNavigator-Asia.com

Or wait…
Headlines
Processing & Packaging
Formulation
Food safety
Business
Markets
Policy
Promotional Features
Site Archive
Multimedia
Regions
All Asia-Pacific
East Asia
South Asia
South East Asia
Oceania
Middle East
Site Archive
Multimedia
Trends
Meat
COVID-19
Alternative proteins
Asian tastes
Clean label
Fortification
Healthy living
Industry growth
Plant-based development
Prepared foods
Sugar reduction
Supply chain
Sustainability
Site Archive
Multimedia
Resources
Type of resources
China 中国
Japan 日本
Middle East
Events
All Events
Shows & Conferences
Online Events
Editorial Webinars
Events

– Last updated on GMT
Related tags Beer Alcoholic beverage Alcohol Beverages Healthier choice RTD alcohol
Asahi recently rolled out a new version of its flagship product, Asahi Super Dry, in Asia-Pacific markets including China, Hong Kong, Taiwan and China.
New Asahi Super Dry featured changes made to its beer recipe and packaging design. Its press statement highlighted that this is its first recipe refinement since introducing the beer in 1987.
Regional Head of Brand with Asahi Super Dry, Asia, Mag Lai, told FoodNavigator-Asia​ that the aforementioned changes highlighted a new brand positioning to reflect “Modern Japan” that combines tradition with innovation.
Lai explained that consumers are increasingly seeking out “an elevated experience beyond the taste of the liquid,” ​and its packaging is an enabler.
“Effective packaging is no longer just about standing out on the shelf. It must tell a compelling story that resonates with consumers and aligns with their values and preferences. That is exactly what we want to achieve with the New Asahi Super Dry and the delicate design adjustments we have made.
“The packaging presents the two silvers – a shiny metallic silver and a deep oxidized matte – that together reflect the Japanese sense of beauty, contrasting yet harmonizing, complementing yet distinguishing each other.”
Another consumer trend leading beer innovation is the burgeoning market for low-to-no-alcohol beverages.
Earlier this year, Asahi launched its Asahi Super Dry 0.0% in international markets. It is also expected to launch Asahi Super Dry Dry Crystal – a low-alcohol version of 3.5% alcohol by volume compared to 5% by volume for the standard Super Dry – in October this year in Japan.

“By providing alternative options that still match our promise of Beyond Expected drinking experiences, we aim to encourage appropriate alcohol consumption and also recommend new situations in which consumers can enjoy a can of Asahi Super Dry, even if they choose not to drink alcohol,” ​Lai explained.
Asahi is also seeing a rising consumer interest in flavoured beer and ready-to-drink (RTD) beverages, especially in Japan and Taiwan, which it plans to capitalise on its diversified beverage portfolio to tap onto the trend.
Beyond the taste of the beer, Asahi is tapping on other sensory characteristics such as its foaming ability and how long its chill lasts in its new product offerings.
Earlier this year, it launched Asahi Super Dry in a unique Nama Jokki can in Japan. The can is designed with a pull-off top and special interior coating producing fine foam naturally when the can is opened. It claimed to mimic the taste of draft beer served at a bar or restaurant.
Another example is Asahi Super Dry Extra Cold that is only served in the foodservice channel, where it is served at a sub-zero temperature of minus two degrees Celsius, causing the beer to maintain its high-bubble density longer, creating a smoother texture and more refreshing taste.
“There is no doubt that consumers are always looking for new and exciting flavour experiences and combinations. While our original sake-inspired flavour has enabled us to stand out in the market, we understand the importance of making enhancements to the recipe to keep up with evolving drinking preferences,” ​Lai added.
Lai is hoping that the brand revamp to elicit the brand story of “Modern Japan” could recruit new drinkers across Asia.
The unique sake-inspired crisp sensation has always been the inspiration behind Asahi Super Dry and that is what has made us standout in the Asian beer market. The new taste with its quick peak and clean finish has been formulated to pair well with many cuisines, which we think will recruit more drinkers to try Asahi Super Dry,” ​she added regarding the product versatility with different cuisines.
The new product claimed to introduce a new hop treatment process that gives it a “refreshing yet delicate hop aroma,​” and new yeast control technology that provides for a fermentation-driven aroma.
Aside from taste, there were additional changes made to its iconic silver look that features two silvers - a shiny metallic silver and a deep oxidized matte silver – to convey their idea of “Modern Japan.”
Copyright - Unless otherwise stated all contents of this web site are © 2023 - William Reed Ltd - All Rights Reserved - Full details for the use of materials on this site can be found in the Terms & Conditions
Related topics Business All Asia-Pacific Asian tastes Industry growth Beverages Japan
Show more
Mastering taste challenges in good-for-you products
Content provided by Symrise | 12-Sep-2023 | White Paper
When food and beverage manufacturers reduce sugar, salt, or fat and add fibers, minerals or vitamins, good-for-you products can suffer from undesirable...
Functional Beverage Market Insights in ASPAC
Content provided by Glanbia Nutritionals | 06-Jul-2023 | Product Brochure
High growth ahead for protein beverages makes Asia Pacific (ASPAC) the market to watch. Consumer research shows new usage occasions, key consumption barriers,...
The latest plant-based beverage trends in SEA
Content provided by Tetra Pak | 27-Mar-2023 | White Paper
Data shows that consumers’ liking and thirst for plant-based beverages is growing rapidly, especially in Malaysia, Singapore, Philippines and Indonesia....
On-demand webinars
More promotional features

source

Leave a Reply

Your email address will not be published.

*