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| Above, an Asahi Super Dry neon advertising sign in Asakusa. Photo by Armand Vaquer. |
Remember when Coca-Cola changed its formula of the original Coke back in the mid-1980s called "New Coke"? That change went over with the cola-drinking public like a worn out Pepsi. They reverted it back to its original formula due to the outcry.
Well, Asahi Breweries is "tweaking" the recipe for its popular Asahi Super Dry beer. That is one beer I can't get in New Mexico. Believe me, I've looked.
According to the Japan Times:
Asahi Group Holdings Ltd. will tweak the recipe of its flagship Super Dry beer for the first time ever, betting that an overhaul of the country’s best-selling brew will resonate with drinkers.
The new formula, which will go on sale next month, claims to improve the drinkability and aroma of the beverage while maintaining its hallmark crispness, using techniques such as the addition of hops late in the brewing process, Asahi Breweries said in a statement Thursday.
The change in formula includes a revamp of the beer brand’s design and logo, and follows two years in which Japan’s breweries have struggled with reduced alcohol sales and changing consumer tastes because of the pandemic. There’s also a longer-term shift away from beer in the country, where consumers have been switching to lower-calorieAsahi alternatives such as mixed cocktails, a trend that’s also been seen in the U.S.
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| Above, the Asahi Beer Hall next to the Sumida River in Tokyo. Photo by Armand Vaquer. |
If it ain't broke, don't "fix" it!
To read more, go here.
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