Wildly popular Asahi product to launch in South Korea
Asahi Group will launch Asahi Super Dry Nama Jokki Can in South Korea during May, marking the first time the product will be available outside of Japan.
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.
Following the product’s launch in Japan, Asahi was forced to temporarily halt sales of Asahi Super Dry Nama Jokki due to demand outstripping supply. The company managed the situation by distributing the product in limited quantities each month until year-round distribution resumed in July 2022, once production capacity had been expanded.
LOTTE Asahi Liquor Co was established in 2004 and oversees the sales of Asahi Super Dry and other imported alcohol beverages in South Korea.
Sam Rhodes, marketing director, Asahi UK, said at the time: “Asahi Super Dry 0.0% is crafted to match the flavour profile of its original signature super dry taste, offering expanded choice and options for moderation. Based on extensive research and trialling, we’re confident this will become a highly attractive, premium 0.0% beer of choice for all occasions.”
As part of the roll-out of its alcohol-free beer in the UK, in February 2023 Asahi collaborated with fine dining restaurant Nobu on a pairing menu to complement Asahi Super Dry 0.0%.