Asahi Super Dry, a brand of Asahi Beer USA, Torrance, Calif., will launch new packaging for the first time in 15 years in the U.S. market. The upgraded packaging gives the brand a globally consistent visual identity, with its sleek black and silver premium branding, the company says.
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, it adds.
The upgraded branding includes updates to primary packaging, as well as a complete overhaul of secondary packaging for all sizes and formats:
- 11.2-ounce bottles – available in six-pack
- 11.2-ounce cans – available in 12- and 24-packs
- 16.9-ounce 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, vice president of commercial operations at Asahi Beer USA, in a statement. "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 U.S. market is no longer being contract brewed, and will be brewed exclusively in house. The new Asahi Super Dry packaging will hit shelves this month.