THE ASAHI KARAKUCHI STORY
With great power comes great responsibility. In the mid 1980s, the Asahi development team blazed ahead of the industry by conducting an unprecedented survey – on beer. The voices of more than 5,000 beer drinkers in Tokyo and Osaka were heard loud and clear. They wanted a beer that was less heavy, less bitter. They wanted a crisper and more refreshing brew. And so, Asahi delivered it.
After ruthless experimentation, Asahi yeast strain No. 318 was chosen for its efficiency in fermentation. It eats up sugar content better than any other yeast strain and produces the clear, crisp taste and the sophisticated aroma that is so iconic in the brew that came to be called Karakuchi, meaning ‘dry’.
Packaging was another defiance of the industry norm. Where label designs were made for bottles, the Asahi Super Dry label was designed for cans (the predicted new direction for beer packaging at the time) – we can still admire this sharp design of black on silver. On March 17, 1987, Asahi Super Dry was officially unveiled. As it turned out, demand rapidly outgrew supply, and Asahi had to place an apology in the newspapers for not producing Asahi Super Dry fast enough to meet demand. And the rest, shall we say, is history.