Asahi launches Japanese RTD in the US
Japanese beer company Asahi has introduced its Japanese ready-to-drink brand Zeitaku Shibori to US consumers.
The launch, which marks the first Asahi RTD to be produced stateside, is part of Asahi’s global expansion strategy to boost “beer adjacent categories” within its portfolio. The move also signals the company’s growing investment in North American production at its Octopi production site in Waunakee, Wisconsin.
Zeitaku Shibori, which already has an estimated 2.3% market share in Japan, is made with a vodka base and 10% fruit juice and is just 100 calories per 12oz can. For the US market, two flavours, lemon and peach, have been developed collaboratively by Asahi’s Japanese product development team and the innovation team at Octopi.
‘A meaningful expansion’
Asahi Beer USA managing director Paul Verdu said: “Introducing Shibori to the United States is a meaningful expansion of our brand portfolio and a perfect example of how we can win beyond beer. The brand’s success in Japan demonstrates its broad appeal, and we see an opportunity to bring its premium, fruit-forward experience to American consumers seeking distinctive RTD choices that balance craftsmanship with approachability.”
Distribution is set to be handled through Wismettac across a select group of priority launch markets, including: Los Angeles, San Francisco, San Diego, New York, New Jersey, Honolulu, Seattle, Miami, Chicago, and Denver.
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Asahi acquired Octopi Brewing back in January 2024 as part of an expansion strategy in North America and, since then, has invested more than US$35 million into the business in an effort to enhance technical capacity, strengthen quality and safety systems, and develop flexible multi-format packaging lines.
Broadening capabilities beyond beer
The Octopi facility spans 165,000 square feet and purportedly delivers more than one million barrels of annual beverage production capacity, supporting a wide range of products at industrial scale. As such, the company has said that its capabilities extend across multiple beverage categories including RTDs, beer, non-alcohol beer, hard seltzers, fruited beverages, energy drinks and sparkling water.
Octopi plant director Juan Morales explained: “Producing Shibori in the United States reflects the capability and dedication of the team at Octopi, which has been built over years of producing a variety of beverages for co-packing customers as well as Asahi Super Dry within the last year.”
Morales added: “Our experience producing diverse beverages for co-packing partners has strengthened our technical foundation, enabling us to meet Asahi’s global quality standards within an accelerated timeline.”
Shibori will be the first Asahi RTD to be produced at the facility and the company has revealed that additional formats and flavour innovations are already “under evaluation”.
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