Wildly popular Asahi product to launch in South Korea

By: Trademagazin editor Date: 2023. 04. 27. 09:04

This May will see the launch of one of Asahi’s most sought-after products into the South Korea market, marking the first time that the Asahi Super Dry Nama Jokki Can will become accessible outside of Japan.

According to LOTTE Asahi Liquor Co. Ltd, a subsidiary of Asahi Group Holdings, the brand will “continue to consider rolling out the product in markets other than South Korea”, depending on its performance there.

This is a big deal because demand for the product was so high in its home country of Japan that Asahi had to limit distribution on a month-by-month basis.

The result of four years of product development, the beer can debuted in Japan in April 2021. A special interior coating produces a fine foam when the can is opened, which Asahi says makes it the “world’s first product that allows consumers to enjoy the same taste as a mug of draft beer served at a bar or restaurant”. The claim was made following Asahi Breweries’ own research, based on the Mintel products database, as of October 2021.

The Drinks Business

Tags: Mintel