Skip to main content

Asahi Super Dry Unveils Updated Premium Packaging For The US Market

Updated Visual Identity and Packaging That Aligns with the Brand's Premium Positioning, as well as Elimination of Contract Brewing to Ensure Quality and Authenticity
  • Author:
  • Publish date:

TORRANCE, Calif., Oct. 29, 2020 /PRNewswire/ -- Asahi Super Dry, the product known for its premium Karakuchi taste that transformed the modern beer market in Japan, today announced it will be launching new packaging for the first time in 15 years in the US market. The upgraded packaging gives the brand a globally consistent visual identity, with its sleek black and silver premium branding. The move will align Asahi Beer USA's primary and secondary packaging to Asahi Super Dry's current international packaging design, offering one high quality beverage across all packaging formats.

The upgraded branding includes updates to primary packaging, as well as a complete overhaul of secondary packaging for all sizes and formats, including:

  • 11.2oz Bottles - Available in 6pk
  • 11.2oz Cans - Available in 12pk & 24pk
  • 16.9oz (500ml) Cans

"Our sleek, new Asahi Super Dry packaging in the US is now fully aligned with our global visual identity, and further supports the continuity of our brand," said Derek VanTine, VP, Commercial Operations at Asahi Beer USA. "From the customer seeing our new packaging on shelves and making the purchase, to their first sip of its crisp, dry, Karakuchi taste, we aim to bring the best quality of beer to life, and to delight consumers with a beer brand of uncompromising integrity."

Asahi Super Dry for the US market is no longer being contract brewed, and will be brewed exclusively in house. The new Asahi Super Dry packaging will be hitting shelves this month. For more information about Asahi Super Dry, please visit .


Inspired by the dry taste of sake, we created a beer born out of curiosity, Asahi Super Dry® which quickly became and remains Japan's no.1 selling beer. Asahi Super Dry® is brewed at Asahi-owned breweries using the finest malted barley, hops, yeast and rice to give it a dry, crisp taste and quick, clean finish that never lingers. We call it Karakuchi.

ASAHI SUPER DRY® Social Media Pages

Facebook: https://

Instagram: @AsahiSuperDry_USA

About Asahi Beer U.S.A.

Founded in 1998, Asahi Beer USA is a subsidiary of Asahi Europe International, Ltd., group companies of Asahi Group Holdings. Asahi Beer USA has responsibility for the development of Asahi Beer USA's brand portfolio throughout the United States of America. The current US portfolio includes Asahi Super Dry® and Asahi Dry Black®.

The origins of Asahi date back to 1889 and since then Asahi Group Holdings has developed itself into becoming one of the leading global alcoholic, beverage and food business groups. The Asahi Group is headquartered in Tokyo, Japan and has a presence in more than 80 countries worldwide.

©2020 Asahi Beer U.S.A., Inc. Please drink responsibly.

Contacts: Derek VanTine - VP, Commercial Operations

Mark Zatta - National Marketing Manager

View original content to download multimedia: