Wildly popular Asahi product to launch in South Korea

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