Carlsberg Malaysia Adds Asahi Super Dry To Its Portfolio Premium Beers

The No.1 Japanese beer around the world is now available on tap

Shah Alam, 13th December 2011: Carlsberg Malaysia, the country’s most dynamic brewer, continues to drive growth of its premium beer segment by adding Asahi Super Dry, the No.1 Japanese beer around the world to its growing portfolio credentials.

Following a recent agreement signing with Asahi Breweries Ltd (ABL), Carlsberg Malaysia has been awarded the rights to locally manufacture, sell and distribute one of Asia’s fastest growing premium beers.

Officially launched today, Asahi Super Dry draught – an extension to the existing bottle and can packaging – will be brewed locally by Carlsberg Malaysia at its brewery in Shah Alam, and is now available on tap at selected trendy bars, concept restaurants and high-end eateries nationwide.

Commenting on the launch of Asahi Super Dry, Soren Ravn, Managing Director of Carlsberg Brewery Malaysia Bhd said that ‚Malaysian’s can now enjoy Asahi Super Dry using Karakuchi, a secretly guarded Japanese brewing style, that has not only captured the taste buds of premium beer drinkers the world over but that has also set the gold standard in Japanese brewing.‛

Asahi Super Dry is brewed in a unique Karakuchi style to give a clean, crisp and refreshing taste with no bitterness.

He said that ‚Given Japan’s cultural obsession for perfection and uncompromising product quality standards, we are indeed delighted to have been awarded the rights to manufacture Asahi Super Dry locally. Such a landmark agreement is testament to Carlsberg Malaysia’s brewing expertise and exacting values. It also means that product freshness is always assured and so is competitive pricing in the premium beer segment.‛

Upbeat about the growth potential of Carlsberg Malaysia’s premium beer segment, Mr Ravn added that ‚The launching of Asahi Super Dry optimizes our product mix and complements our existing premium beer portfolio.‛

‚Today’s launch marks another milestone in Carlsberg Malaysia’s journey to becoming the country’s most dynamic portfolio company – a move that will strengthen our growth in the premium beer segment and our earnings in the medium to long term,‛ he concluded.

Mr Toshido Kodato, Director, Corporate Officer, of Asahi Breweries Ltd commented that ‚Carlsberg Malaysia has one of the best quality breweries in the region and was hence hand picked to brew Asahi Super Dry.‛

'Carlsberg Malaysia is second brewery in the Carlsberg Group Worldwide after Baltika Breweries (Carlsberg Russia) that was awarded the rights to manufacture this high quality beer,‛ Kodato-san added.

The launch today was designed to stimulate an overall shift in senses and encouraged guests to rediscover their love for beer with Asahi Super Dry.

Reflective of how discerning consumers are shifting from mainstream beers to beers which offer a unique drinking experience, the event featured a venue transformation from a Japanese garden under the midnight sky to a pulsating cosmopolitan global club environment that kept guests entertained and engaged by way of creating experiential shifts in sights, sounds and tastes.

The evening saw 300 guests unlocking their imagination in streets of Tokyo with DJ Faith and an enigmatic Harajuku dance troupe; experience the energy and excitement of Sydney with Dennis Lau and beatboxer Shawn Lee; and revel in cosmopolitan New York’s high life with singer-songwriter Nadhira and rapper Vandal.

The launch of Asahi Super Dry (No. 1 Japanese beer around the world) compliments Carlsberg Malaysia’s premium beer portfolio which includes seven of the world’s favorite brands : Kronenbourg 1664 & Blanc (No. 1 beer of France), Corona (No. 1 beer of Mexico), Budweiser (No. 1 beer of USA), Fosters (No. 1 beer of Australia), Becks (No. 1 beer of German ), and Hoegaarden (No. 1 Wheat beer of Belgium).



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Corporate Affairs & Sustainability Director

Pearl Lai

Tel 03-5522 6414 Email [email protected]