Asahi Dry Zero and Asahi Zero Joint Promotion: 'Kire vs Koku - Which Side Are You On?'

Asahi Breweries, Ltd. (Headquarters: Tokyo; President: Kazuo Matsuyama) will launch a joint promotion for its non-alcoholic beer-style beverages, 'Asahi Dry Zero' and 'Asahi Zero,' starting in June. Through the hosting of events and promotional campaigns, the company will offer opportunities for consumers to experience the appeal and distinct flavor differences of both brands.

Starting June 5th, a limited-time event titled 'Kire vs Koku - Which Side Are You On?' will be held sequentially at three venues in Tokyo, Aichi, and Osaka, allowing consumers to compare 'Asahi Dry Zero,' characterized by its crisp finish (Kire), and 'Asahi Zero,' characterized by its rich body (Koku). At the event, the two products will be served for a fee with their brand names hidden. A special booth with two doors will be set up inside the venue, providing an experience where visitors can identify their preferred brand by passing through the corresponding door. Visitors who make an advance reservation will have the option to purchase a set that includes an event-exclusive personalized glass.

Beginning June 2nd, the 'Kire vs Koku - Which Side Are You On?' campaign will be launched. Customers who purchase the eligible campaign packs of 'Asahi Dry Zero' and 'Asahi Zero,' which go on sale on the same day, can check the postcard inside; those with an 'atari' (winning) mark will win prizes such as a personalized glass, with a total of 400 winners.

'Asahi Dry Zero' has achieved No. 1 sales in the non-alcoholic beer-style beverage market for 10 consecutive years. The cumulative sales volume of 'Asahi Zero' has exceeded 100 million units.