Meet the Experts Bringing Japan’s No.1 Beer to the World – Part 1

First introduced in 1987, Asahi Super Dry is Japan’s No.1 beer and a global icon of modern Japanese culture. Brewed to authentic Japanese standards, using premium ingredients and cutting-edge Japanese brewing technology, it delivers a signature karakuchi (辛口) taste—crisp, clean, and dry. Asahi Super Dry delivers a distinctive kind of beer experience: one with a bold, refreshing taste that’s unmistakably Super Dry.

At the heart of this global success lies a clear mission: to deliver world-class beer rooted in Japanese brewing traditions, without ever compromising on quality. That mission is now reaching new milestones—most recently, with the start of local production in the United State.

Rather than a shift in focus, this move represents Asahi’s commitment to sharing its uncompromising brewing standards with the world. The U.S. initiative is the latest chapter in a broader story: how to faithfully replicate Japanese quality in new environments beyond the border.

Brewing Japanese Quality Across Borders

For Asahi Group, Excellence in quality isn’t just a corporate value—it’s a priority that follows every step of the brewing process. Whether the beer is brewed in Japan or overseas, strict protocols ensure that Asahi Super Dry retains the same flavor profile, texture, and finish that have made it a global favorite.

Overseeing this process is Seiichi Takishita, a key figure within the Asahi brewing team. He is responsible for the quality, stability, and continuous improvement of Asahi Super Dry’s brewed liquid. With decades of experience and a deep-rooted dedication to doing things right, Takishita plays a central role in maintaining the consistent flavor and character of the beer, no matter where in the world it’s made.

One of the key components of this approach is a rigorous quality control system. All overseas production is held to the same standards as in Japan: using identical recipes, brewing processes, and raw material specifications. At the Asahi Group headquarters, selected specialists conduct regular sensory evaluations of beers brewed at overseas breweries, meticulously examining every aspect of their appearance—including color and clarity—as well as their aroma, flavor, and mouthfeel. This helps ensure that every sip of Asahi Super Dry is unmistakable.

Replicating Precision in a New Environment

Among Asahi’s recent global milestones is the decision to begin local production in the United States—a move designed not just to increase supply chain efficiency, but to bring fresher beer to American customers while reducing CO₂ emissions tied to shipping. But setting up local production wasn’t simply a logistical decision—it was a test of whether Asahi’s exacting standards could be met in a completely new environment.

The U.S. presented a different brewing landscape. Variations in water composition, differences in equipment, and even cultural expectations around brewing posed challenges. Still, Asahi was committed to reproducing the Japanese standard exactly. “It’s a high hurdle,” says Takishita, “but a necessary one.”

To meet these challenges, Asahi turned to Octopi Brewing in Wisconsin–– an integral part of the Asahi family–– choosing them not just for their capabilities, but for their commitment to upholding Asahi’s meticulous brewing standards. “From brewing to fermentation to finishing, there were entirely new process steps that required new equipment,” explains Octopi brewmaster Jared Jankoski. “It wasn’t just about learning a new recipe—it was about learning a new way of thinking.”

Cultural Exchange Through Craftsmanship

Beyond equipment and ingredients, this collaboration forged a deeper form of cultural exchange. Takishita didn’t just send instructions—they spent time on-site, engaging in face-to-face discussions with the U.S. team. For Takishita and his colleagues, brewing is as much about people as it is about process. Building a shared understanding of what “quality” means—and how it’s achieved—was essential. “You can’t just ship instructions and expect the right results,” he says. “Conversations matter. Shared understanding matters.”

While some American brewers found Asahi’s precision-oriented methods to be surprisingly exacting, they also saw the value in this discipline. Through mutual respect and continuous dialogue, both teams worked together to align around a common goal: delivering Asahi Super Dry at Japanese quality levels, from the first brew to the final product.

In an age where localization often means adaptation, Asahi doesn’t do so at the cost of identity. Instead, it remains true to its origins, delivering something distinctly Japanese to every corner of the globe. In doing so, it fulfills its mission—not just to grow, but to inspire. Not just to sell beer, but to make the world shine.

👉Discover more about how our brand ambassadors help to maintain the signature taste of Asahi Super Dry.