| KENT BREWER TO PRODUCE JAPAN'S NUMBER ONE BEER
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FAVERSHAM, Kent, 21 July 2005 - Britain's oldest brewer Shepherd Neame has announced that it has signed an agreement with Asahi Breweries Ltd to brew the number one Japanese beer Asahi Super Dry under licence for the UK market.
The agreement will see the brand brewed and packed in 330ml single and four-packs, 500ml bottles and 30-litre kegs by the Kent brewer, with production set to roll in September.
Shepherd Neame will also distribute the beer to selected pubs in its 370-strong South East estate, via its national distribution network and to free trade customers. Asahi Beer Europe Ltd, a 100% owned subsidiary of Asahi Breweries Ltd, will be responsible for sales and marketing.
This is the first time that Asahi Super Dry will be brewed in the UK. Since 2000, it has been brewed in the Czech Republic at Staropramen Breweries A.S, where it will continue to be brewed and sold in over 20 European countries.
Commenting on the agreement, Tadashi Nakai, managing director of Asahi Beer Europe said, "Asahi Super Dry has enjoyed considerable success in the UK, our largest European market, where sales have increased to 250,000 cases in the five years since the start of European production. Bringing the brewing operation to the UK was the next logical step to ensure we continue to increase sales and expand into the on-trade keg market.
"As a long-established family business, Shepherd Neame has excellent credentials offering heritage, expertise in brewing under licence and high technical capabilities."
Asahi Beer Europe Ltd has already set ambitious targets to increase its sales of Asahi Super Dry volume to 600,000 cases by 2008, selling through 800 bars, pubs and restaurants.
Said Shepherd Neame chief executive Jonathan Neame, "Asahi Super Dry is a high-quality, prestigious, international lager and it is extremely positive for both Shepherd Neame and UK pubs and bars that Asahi Breweries are making this commitment."
Asahi Super Dry will be the fifth beer to be brewed under licence by the Kent brewer along with United Breweries of India's Kingfisher Premium Lager, Holsten Export, Dutch lager Oranjeboom Pilsener, and Chinese beer Sun Lik.
Asahi Super Dry
Asahi, pronounced 'A-Sa-Hee', means 'Rising Sun' and is Japan's number one beer. Developed in 1987, it was Japan's first karakuchi (dry) beer - the result of extensive sociological research to produce a beer that was easy-to-drink, went well with food, and had a dry bite.
It is brewed using the best quality ingredients and is described as 'super crisp, super clear and super dry'. It has an ABV of 5% and is available in 330ml, 500ml bottles and in draught format in high-end bars, restaurants and selected supermarkets and off-licences.
It is distributed to London restaurants by Japanese wholesaler Tazaki Foods Ltd and to the national off-trade by Coors Brewers.
