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18th March 2021


Asahi Super Dry and Resident Advisor invite beer lovers world-wide to experience Japan through the world’s first virtual experience with spatial audio

LONDON, March 2021: Asahi Super Dry, the No.1 Japanese Beer in the UK[1], is partnering with influential electronic music platform Resident Advisor, to invite consumers to “Discover Tokyo” and immerse themselves in the world’s first virtual experience with spatial audio. Taking place from the 26th March 2021, the global event will take consumers on a 45-minute journey through the streets of Japan’s capital city, with original music composed by three renowned artists: DJ Nobu, Honey Dijon and Kerri Chandler.

Following a year of incredible growth, Asahi Super Dry value sales have soared by +90.6% YOY[2] in the Impulse channel, contributing an additional £2.4M[3] to the Super Premium Beer category. From this month, the “Discover Tokyo” activity will reach an estimated 5.7M users and achieve 16.8M impressions in the UK alone. In addition, the “Discover Tokyo” activity will also be supported through targeted media activity this summer. A bespoke Time Out partnership in the UK will promote the event and offer exclusive bundles and offers. There will also be an influencer activity underpinning activity in the week leading up to the event.

Managing Director of Asahi UK, Tim Clay, said: We want to continue to build on the success of Asahi Super Dry and ensure that we are keeping it front of mind for consumers. The Super Premium Beer category continues to grow in popularity and Asahi Super Dry is perfectly placed to cater to this growing demand, particularly after having been recently voted the #1 Best Selling and #1 Best Trending Beer brand[4]. “Discover Tokyo” has been created to celebrate modern Tokyo, and its thriving art and music culture scene. We are delighted to be partnering with Resident Advisor and delivering a truly unique sensory experience for audiences across the globe.”

Mastered using Spatial Audio, multi-dimensional sound can be heard through any set of headphones. Those tuning in will also be able to chat with people from around the world within virtual and private spaces, order Asahi Super Dry to their front door and enter competitions.

The “Discover Tokyo” activity is part of a three-year partnership deal between Asahi Super Dry and Resident Advisor. The event follows on from the 2019 award-winning Listening Bar documentary series.


[1] CGA BrandTrack 2018

[2] Nielsen Total Impulse / Independents Latest 52 Weeks w.e. 20.02.2021

[3] Nielsen Total Impulse / Independents Latest 52 Weeks w.e. 20.02.2021

[4] The Drinks International Annual Brands Report 2021

[5] The Drinks International Annual Brands Report 2021


  • Participating global markets include UK, Australia, USA and Taiwan
  • Event taking place 26th March and will be available on loop every 45 minutes for 24 hours -kicking off in Sydney from 7pm through to midnight in LA
  • UK Time – 26th March (6:30pm)
  • Free entry – register interest to receive event link on the
  • Live event link:
  • A Time Out partnership activated in the UK. Exclusive offers and a ‘Shinjuku Bundle’ will be available through this partnership for Time Out readers:
  • The bundle will include;
  • 1 x Asahi Super Dry 12 Pack Bottles
  • 1 x Asahi Super Dry Pint Glass
  • 1 x Asahi Super Dry Bottle Opener
  • 1 x Resident Advisor Tote Bag
  • 1 x Asahi Super Dry 24 Pack Bottles
  • 2 x Asahi Super Dry Pint Glass
  • 1 x Asahi Super Dry Bottle Opener
  • 1 x Resident Advisor T-Shirt
  • Ginza Bundle;
  • 1 x Asahi Super Dry 24 Pack Bottles
  • 2 x Asahi Super Dry Pint Glass’
  • 1 x Asahi Super Dry Bottle Opener
  • 1 x Kanpai SUMI Sake 375ml Bottle
  • 1 x Resident Advisor Tote Bag
  • 1 x Resident Advisor T-Shirt

About Asahi Super Dry

5.2% ABV – When Asahi Super Dry was introduced it brought an entirely new genre of beer to Japan, then to the world. Historically Japanese beers were bitter and didn’t pair well with food. After significant research Asahi recognised this wasn’t what their consumers demanded and in 1987 Asahi Super Dry was born. They brewed a beer to deliver a dry, crisp taste and quick, clean finish. This distinctive dry taste is known as Karakuchi (dry). A beer that would become Japan’s No.1 beer. Using hi-tech Japanese dispense technology, Asahi Super Dry in the UK is brewed to the authentic Japanese recipe, using superior ingredients and brewing standards to ensure a pint in the UK has the same perfect serve and taste as a pint in Tokyo. In 2021, Asahi Super Dry hits the milestone of being voted as #1 Best Selling and #1 Best Trending Beer brand[5] by Drinks International. For further information, visit or the Asahi Super Dry Instagram.

About Asahi UK

Asahi UK is a subsidiary of Asahi International Ltd and is responsible for sales, marketing and customer operations across the UK and Ireland. Asahi UK aims to enrich consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands including, Asahi Super Dry, Peroni Nastro Azzurro, Meantime, Fuller’s London Pride and Cornish Orchards. The Woking based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development. For further information, visit


About Resident Advisor

Established in 2001, Resident Advisor (RA) is the world’s leading discovery platform for electronic music and events. RA combines high-quality writing and film features with listings, directories and industry tools, creating an ecosystem of content and services for millions of readers. With an audience spanning music fans, club goers, DJs, producers, venue owners, promoters and record labels, RA plays an indispensable role in supporting electronic music around the world.

About Club Qu

Built by a group of creatives in response to the pandemic, Club Quset out to create the authentic virtual clubbing experience. Amassing over a million attendees and a global community Club Qu is the world’s first virtual nightclub with a record label releasing cutting-edge music, and a platform for building technology. Utilising video game engines and live-low latency interactions, Club Qu has created a whole new world with no creative limits for audiences to connect with artists and one another.

Press release from Fleet Street Communications on behalf of Asahi UK

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