Big Changes in the Beer Industry? The End of the Era of Asahi Super Dry Monopoly and the Next “Standard Products
The industry power structure is undergoing a major upheaval!
The stronghold of Asahi Breweries, which has reigned as the king of the industry for almost 40 years, is slowly beginning to crumble. The fierce new product offensive in the beer industry this fall is bringing such a sense of foreboding to the market.
At the end of September, Asahi Group Holdings was hit by a ransomware attack from a criminal group calling itself “Qilin” and shut down its entire distribution system. As a result, orders and shipments of products were severely delayed, and the market experienced an unusual situation in which “Asahi Super Dry” and other Asahi products were in short supply. Some orders and shipments have been resumed manually using faxes and other means, but as of October 28, the situation has not yet been fully restored.
While the industry’s top leader was hit hard, Kirin Brewery, the second largest brewer, launched a new product, “Kirin Good Ale,” on October 7, staking its corporate fortunes on it. It is expected to become the “third standard” following the long-selling “Kirin Ichiban Shibori Draft Beer” and “Kirin Beer Sunny Breeze,” both of which are popular among the younger generation.
Beer journalist MJ explains this new product from Kirin Beer, the second largest brewer in the industry.
Kirin revised its target upward to 900,000 cases after surpassing its annual sales target of 600,000 cases in just eight days after its launch. This is probably a marketing strategy to give the impression of a ‘rocket start’ by daring to set the initial target low and then claiming that it was achieved early. This shows Kirin’s seriousness in trying to sell Good Ale by any means necessary.
Of course, the taste is perfect. The “cryo-hops,” which have a high oil content and are difficult to handle in ordinary brewing facilities, are used sparingly, and while the price for a 350㎖ can is in the 200 yen range, it has a finish that is comparable to craft beers priced at 500 yen or more. Mr. Takahiro Ezawa, a beverage expert, said, “Japanese beer is a bottom-fermented (bottom-fermented) beer.
The majority of Japanese beer is clear, crisp lager beer made by bottom fermentation (fermentation at a low temperature of around 5°C), but ‘Good Ale’ is a mellow, aromatic ale beer made by top fermentation (fermentation at room temperature to a slightly higher temperature).
In addition to the fruity citrus aroma that can be detected from regular ale beers, it leaves a lingering scent of Japanese fruits such as mandarin oranges and loquats. In addition to that, it has a sharpness that keeps you from getting tired of drinking it, no wonder Haruka Ayase (40), who appears in the commercial, says, “I have a feeling it will be a masterpiece.
Demand for beer is expected to increase due to the unification of liquor taxes for beer-type beverages in October 2014, and companies are searching for a new standard to follow “Asahi Super Dry”. Kirin may be looking to ‘Good Ale’ to fill that role.”
Kirin Brewery also launched a new product, Kirin Ichiban Shibori White Beer, in April. It is likely that Kirin is seriously aiming to take back the throne from Asahi Breweries.
On the other hand, Suntory, the third largest brewer in the industry, whose main product is the upscale “The Premium Malts,” introduced a new standard product, “Suntory Draft Beer,” in 2011, but it has failed to create a big hit.
This fall, Suntory’s new products do not include new brands such as Kirin Beer’s “Good Ale,” but rather horizontal development of existing brands such as “The Premium Malts Sweet Fullness” (available in limited quantities from October 21) and “The Premium Malts Graceful Aftertaste” (available in limited quantities from November 18).
From the November 14-21, 2025 issue of FRIDAY
