On April 10th, Asahi Beer Company held a pre-sale event for its new brand "Asahi Gold Beer" at the Asahi Beer Museum in Suita City, Osaka Prefecture, Japan. This is Asahi Beer's first standard beer brewed with 100% malt in nine years. The Asahi Golden Beer, originally scheduled to be launched this autumn, has been moved up to April 14th for nationwide release. Asahi Beer hopes to make it another masterpiece after "Asahi Super Cool".
The target customers of "Asahi Golden Beer" are easy open end beer enthusiasts and consumers who pursue a rich taste and refreshing aftertaste. The company aims to make it a standard for daily beer. The sales target by the end of the year is 4 million boxes, with product specifications including 350ml and 500ml cans. The product will be sold through various channels nationwide. The promotion activities will include television advertisements, as well as increasing publicity efforts through channels such as the internet, social media, and transportation advertisements. This event was held at the Suita factory in Osaka, not only because it is the production base of Asahi Kintetsu, but also because the company has a deep connection with Osaka.
The packaging of "Asahi Golden Beer" adopts a two-color gold design, symbolizing the brilliant light of the rising sun in the east. Using 100% malt, the amount of malt used is about 1.5 times that of regular beer, thereby enhancing the flavor and alcohol content of the beer. At the same time, in order to suppress bitterness and odor, the ingredient ratio has also been adjusted, and the same yeast as "Asahi Super Refreshing" has been used to achieve a rich taste and refreshing aftertaste.
Asahi Brewery plans to regain its market leadership position this year through three major strategies. Firstly, we launched the "Asahi Golden Beer", followed by a limited edition "Cold Dry" beer with a refreshing taste in the summer. Finally, we plan to make a significant upgrade to 'Super Cool Beer' before the upcoming alcohol tax adjustment in October.
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