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Asahi extends 66cl Asahi Super Dry in UK

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Asahi has identified a “large format sharing bottle” market in the UK for its Asahi Super Dry lager brand.

The larger Asahi bottle will be available from this month in the UK

The larger Asahi bottle will be available from this month in the UK

The Japanese company said earlier today that it has expanded the roll-out of a 66cl glass bottle variant of Asahi. The version had previously been available only through the Wagamama Japanese restaurant chain.

It will now reach “trade and take-home retailers”, said the company's UK partner, Shepherd Neame, which brews Asahi Super Dry under licence and has sales and marketing rights in the country. 
 
“While our … 33cl bottle has always been a crowd-pleaser, we have seized the opportunity to upsize and maximise our chances in the fast-growing sharing bottle market with the 66cl format,” said Asahi UK brand manager Samantha Catford.

“We see this format as being a key driver in helping to achieve our volume aspirations for the brand.”

Earlier this week, Asahi acquired Australian craft brewer Mountain Goat Brewery for an undisclosed fee.


Sectors: Beer & cider

Companies: Asahi Breweries

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