Whenever a well-loved food or drink has its recipe tweaked, reactions from consumers can be mixed. Just think of New Coke in the 1980s – a lot could go wrong.
So when we heard that Japan’s number one selling beer brand, Asahi Super Dry, was relaunched with a new look and taste “inspired by the vibrancy of modern Japan”, we were a little wary.
For the first time since 1987, the beer has been refined to amplify the unique sake-inspired crisp sensation that made the original Super Dry a global icon.
Turns out, there was nothing to worry about. The new Asahi Super Dry gives a burst of flavour on the palate before producing a quick clean aftertaste. There is no unpleasant residual notes, making it a refreshing choice on a hot summer day (or any day, for that matter).
According to the brand, the changes made to the beer recipe include a new hop treatment process that gives it a refreshing yet delicate hop aroma, and a new yeast control technology that provides a fermentation-driven aroma.
Even the can design has been upgraded, sporting shiny and matte silver hues to reflect the unique dichotomies of Japan – a place where innovation and reinvention meet the beauty and precision of traditional craftsmanship.
Try the beer for yourself at the Asahi Super Dry Presents: The Art of Taste. The pop-up is located at Visual Arts Centre from now till Jul 20. It’s a sensorial experience that includes Super Dry Brewery Installations (check out the barley field!), a Tasting Masterclass hosted by “Masters of Super Dry”, a taste zone with a bevy of vendors for Japanese-inspired food pairings, and live performances from local bands.
Exclusive beer bundles for both the new Asahi Super Dry will also be available at the pop-up. Entry is free but tickets for the Tasting Masterclass cost $6 and are available on Klook.
