Asahi Super Dry Awards Mcgarrybowen 2020 Global Creative Brief

ASAHI SUPER DRY has appointed mcgarrybowen London as the new global creative agency to lead its Super Premium Beer credentials. Enlisting its wealth of creative services and Dentsu partner network, the agency, led by Gareth Collins will launch Asahi Super Dry’s new global campaign later this year.

When Asahi Super Dry was introduced it brought an entirely new genre of beer to Japan, then to the world. Historically Japanese beers were bitter and didn't pair well with food. Asahi recognised this wasn't what their consumers demanded and in 1987 Asahi Super Dry was born. They brewed a beer to deliver a dry, crisp taste and quick, clean finish. A beer that would become Japan's No.1 beer and is now internationally recognised and compliments all occasions. 

Its distinctive taste is known as Karakuchi (dry). A taste that Asahi Super Dry is dedicated to mastering, by using only the finest ingredients and continuously advancing brewing technology. 

Highlighting the new partnership, global brand director, Asahi Super Dry, Daniel Grass said: “We’re thrilled to be working with the team at mcgarrybowen London. They impressed hugely during the pitch process and we’re really pleased with how the Asahi Super Dry Global campaign is shaping up.”

mcgarrybowen London, CEO, Gareth Collins, commented on the new relationship, “We are delighted to be partnering with Asahi Super Dry as their lead global creative agency. Asahi Super Dry is a Super Premium Beer Brand with a great deal of potential and we can’t wait to unlock this.”