Success Case Study: Asahi Dry Zero examines the details of and reasons behind the success of Asahi Dry Zero alcohol-free beer in Japan. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
Asahi Dry Zero was first launched in 2012 as an alcohol-free beer with 0.00% alcohol. The packaging design looks similar to Asahi Breweries' leading lager brand Super Dry, and the drink has also been formulated to have a similar taste to the existing brand. It has become Japan's leading no-alcohol beer.
- Delivering flavour is highly important in alcohol-free beer, and Asahi Dry Zero offers a taste that evokes the Asahi Super Dry consumption experience without the effect of alcohol.
- Frequent beer-drinkers in Japan are not very adventurous. Alcohol-free beer that looks familiar can help encourage experimentation with such alternatives.
- Using the powerful image of mainstay brands is hugely influential, and this strategy can work on a global scale. However, brewers must deliver a flavour reminiscent of the iconic brand.
Reasons to Buy
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
- Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Key Topics Covered
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