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ASAHI SUPER DRY TO BRING THE LATEST JAPANESE DRAUGHT TECHNOLOGY TO THE UK SERVING THE PERFECT PINT, WITH EVERY POUR

Asahi Super Dry is bringing the latest draught innovation emerging from modern Japan to the UK, with the launch of its ‘Auto Pour Units’ – a breakthrough in on-trade technology that produces the perfect serve of Japan’s No1. beer, every time, at the push of a button.

The roll out of the cutting-edge Auto Pour Units will provide UK customers with a best-in-class experience of Asahi Super Dry, which has a distinct taste profile best described as dry and crisp with a quick, clean finish. As well as creating the most refreshing beer experience, it also prepares the palate for what comes next, precisely designed to complement the delicate flavours of Japanese cuisine.

The unit itself is an easy to use, button operated machine, using technology developed in Asahi Super Dry’s birthplace, where the draught innovation is a staple of modern Japanese bar and dining culture. The Auto Pour Units feature at the following Asahi Super Dry partner outlets, with further nationwide roll out scheduled for 2022:

  • Flesh and Buns, Fitzrovia
  • Untitled, Dalston
  • Akira at Japan House, Kensington High St.
  • Panton Yokocho, Leicester Square
  • Inamo, Covent Garden

Jonathan Norman, Global Brands Director at Asahi UK, said“We’re excited to bring a taste of modern Japan to the UK with the launch of the Auto Pour Unit, a tool created to help bartenders provide an even better experience of Asahi Super Dry. The new technology guarantees high quality and the ultimate precision, whilst driving theatre at point of purchase, so our customers can fully experience the exceptional taste and quality of Asahi Super Dry, with every pour.”

Notes to Editors

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 by Drinks International. For further information, visit https://www.asahisuperdry.com/en-gb/home/ 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 http://uk.asahibeer.co.uk/.


Press release from Asahi UK

For more media enquiries please contact the Asahi Super Dry PR team at The Academy: Asahi@theacademypr.com

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