Asahi Super Dry Event Brings Ice-Cold Experience to Japan
The Asahi Super Dry event offers a unique cooling experience across Tokyo, Fukuoka, Hiroshima, and Nagoya from July 18.
TRADE EVENTS
Asahi Breweries will begin a multi-city brand activation on July 18. The Asahi Super Dry event will run through mid-August with stops in Tokyo, Fukuoka, Hiroshima, and Nagoya.
The campaign highlights the -2°C serving temperature of Super Dry and introduces new ways to enjoy chilled beer during the summer.
Tokyo launch begins July 18
The first stop is Tokyo Skytree Town from July 18 to July 20. Visitors can take part in a cold-storage experience set to -2°C and sample a 135ml can of Super Dry for 100 yen, tax included.
The tasting takes place inside a refrigerated zone branded as “Kinkin DRY.” The unit also features product panels explaining the brand’s cold-serve concept. Guests can walk through the experience and exit with a sample.
Asahi will also sell 360ml branded tumblers for 450 yen at the venue, designed to encourage chilled drinking at home. These tumblers are available at all locations.
Event expands to three more cities
The Asahi Super Dry event will continue across Fukuoka, Hiroshima, and Nagoya. Each city will host a multi-day activation in large public event spaces. In most locations, the full “Kinkin DRY” truck setup will be on site, except in Nagoya, where only a static installation is planned.
Fukuoka: JR Hakata Station, July 30 – August 1
Hiroshima: Alice Garden, August 9 – August 11
Nagoya: JR Gate Tower, August 16 – August 17
All events operate from 11:00 a.m. to 8:00 p.m., except final days in some cities, which close at 7:00 p.m. Last order is 30 minutes before closing time. Business hours are subject to change depending on weather or operational conditions.
Focus on cold serve experience
The Asahi Super Dry event is part of the company’s updated focus on enhancing the dry, crisp taste of its core product through precise chilling. The campaign promotes home enjoyment of cold Super Dry beer and aims to expand seasonal awareness during Japan’s hottest months.
This trade event is built around brand trial, product education, and chilled product merchandising. It also supports retail momentum in Japan’s alcohol and beverage sector ahead of the Obon holiday season.
The Asahi Super Dry event adds a large-scale, consumer-facing experience to Japan’s 2025 summer trade event calendar.