Founded in 1889 in Osaka, Japan, Asahi Breweries is a leading brewery and soft drink company, as now based in Tokyo. One of Asahi’s most popular beverages in Asahi Super Dry, a lager that resembles a traditional northern German beer. The success of Asahi Super Dry on an international basis led many other brewers to create a similar “dry beer.”
Last month, Asahi Super Dry hosted its first ever pop-up bar in the United States, taking over New York City’s P.S. Kitchen for a special three-day, open-to-the-public event. Visitors not only had the chance to sample Asahi favorites (along with small bites from the P.S. Kitchen menu), but also partake in a few interactive virtual reality experiences. One of those VR options allowed guests to take a tour through Asahi’s future state-of-the-art brewery and the city night sky.
I had the pleasure of doing Q&A with Kenji Watanabe, the Branch Manager of Asahi Beer U.S.A., Inc. Watanabe opened up what else is ahead for Asahi on a global basis. More on Asahi Breweries can be found online at www.asahibeer.co.jp/english.
https://www.youtube.com/watch?v=IVDE5BlmKwI
When did you start working with Asahi? What was your entry into the world of beer?
Kenji Watanabe: I started working with Asahi in March of 2009 as a sales representative on the retail chain team. I essentially chose to go into this business because beer has always provided a sense of familiarity to me.
Do you have a favorite of Asahi’s beers?
Kenji Watanabe: Asahi Super Dry!
Asahi has been available in the United States long time, but only recently did its first U.S. event. What can you tell me about Asahi’s future plans for the U.S. market?
Kenji Watanabe: We are definitely looking to expand our market outside of Japanese audience, and we figured that an event in New York was the first step in achieving the status as one of the international premium brands.
Will the Virtual Reality program that Asahi had on display at its recent New York event ever be available commercially?
Kenji Watanabe: Maybe one day! It certainly was a great added element to this event and guests really enjoyed the experience.
What do you wish more people knew about Asahi?
Kenji Watanabe: While there are lots of options of beer in the U.S., what separates Asahi from everything else is how truly refreshing it is, providing consumers with crisp and clean taste that refreshes their palate.
When not busy with Asahi, how do you like to spend your free time?
Kenji Watanabe: In my spare time you can most likely find me reading or jogging! And of course, after a long day I love to wind down with an Asahi Super Dry!
Finally, is there anything else you’d like to share with readers about Asahi?
Kenji Watanabe: We think Asahi is best enjoyed paired with American Food! Given that the beer was originally designed to pair well with dishes among the western food scene, we hope to see Asahi’s popularity in the U.S. grow in the coming years.
