Asahi Super Dry has launched a new global marketing campaign which will air in Australia across television, digital, outdoor and video channels.

‘Beyond Expected’ invites consumers to go beyond ordinary and explore new ideas and experiences, taking beer drinkers on a journey around the unexpected and vibrant world of modern Japan.

The Beyond Expected creative centres on the consumer expectation of what typical beer should taste like and how Asahi Super Dry offers a unique super dry taste that’s like no other.

Kym Bonollo, Head of International Brands at Asahi Beverages, said: “The world we live in has changed and this is reflected in the way consumers are seeking enriching drinking experiences, both in and out of the home.

“Asahi Super Dry continues to see strong growth across on- and off-premise and its unique, refreshing taste coupled with strong provenance is testament to its popularity amongst drinkers. As a brand, our philosophy is you get the most out of life not by following the path, but by exploring and re-inventing the future.

“There’s no country in the world that does this better than modern Japan.”

Showcasing the unique crisp, ‘super dry’ taste of Asahi Super Dry, Beyond Expected is the largest campaign in the brand’s history and is supported with significant investment to build on the beer’s growth in recent years.

In the last two years, the brand has grown almost 20 per cent in volume across retail and on-premise channels in Australia combined.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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