Asahi Breweries is widely known in the Japanese market. A 12 July 2010 article in JapanToday entitled “Asahi retakes top slot in Japan's beer market” said Asahi leads the Japanese market with a 37.1% share from the January-June period in 2010. The brewer’s close rival is Kirin Brewery, with a market share of 36.4%, while competitors such as Suntory Liquors and Sapporo Brewery hold shares of 13.4% and 12.3% of the market respectively over the same period. Although Asahi markets a variety of beer brews ranging from stout, lager, dry lager, black lager and pilsner, it is best known for its Asahi Super Dry brew. The brew is a form of a fully attenuated pale lager, which is different from other beers as it involves a long fermentation process whereby nearly all the sugar is converted into alcohol. This gives rise to a clean flavor, commonly referred to as “dry”. In some markets, dry beer is targeted at diabetics. The term “Super’’ was adopted to convey the brew’s crisp taste.

source: OSK, Vincent Lim, Carlsberg: Asahi comes on board.

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