Asahi Super Dry has announced plans to launch new updated premium packaging for the US market.
The new updated visual identity and packaging is being unveiled for the first time in 15 years.
The update involves Asahi Beer USA’s primary packaging as well as a complete overhaul of its secondary packaging. The move will align it to Asahi Super Dry’s existing international packaging design.
It will affect all sizes and formats, including 11.2oz bottles, which are available in 6pk, 11.2oz cans available in 12pk and 24pk and 16.9oz (500ml) cans.
Featuring sleek black and silver premium branding, the upgraded packaging offers the brand a globally consistent visual identity.
Asahi Beer USA commercial operations VP Derek VanTine said: “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.
“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.”
The new packaging is expected to hit retail store shelves this month.
The company also noted that contract brewery in the US market has been eliminated and will be brewed exclusively in house.