Source: Asahi UK

The NPD will launch in the UK in January 2023

Asahi is launching an alcohol-free version of its Super Dry beer.

Super Dry 0.0% is billed as having the same “signature crisp, refreshing, super dry taste” of the original drink.

It will roll out across eight markets over the next year, starting with the UK and Ireland in January 2023, followed by Australia, New Zealand, the US, Canada, and France from March 2023.

As a sponsor of the Rugby World Cup 2023, the drink will also be served at all tournament venues across France, spanning 48 matches in nine cities.

The launch will be supported by a global marketing campaign, including digital and out of home.

It forms part of Asahi Europe & International’s Legacy 2030 ambition to make 20% of its portfolio alcohol-free by the end of the decade.

The innovation was based on research which found consumers were looking for premium alcohol-free alternatives that did not compromise on flavour, said Asahi.

According to Asahi UK marketing director Sam Rhodes, Super Dry 0.0% was “crafted to match the flavour profile of its original signature super dry taste, offering expanded choice and options for moderation”.

“Based on extensive research and trialling, we’re confident this will become a highly attractive, premium 0.0% beer of choice for all occasions.”