Asahi Super Dry Expands 'Icy Cold' Experience Ahead of Peak Summer Season

Asahi Breweries, Ltd. (Headquarters: Tokyo; President: Kazuo Matsuyama) will launch a collaborative campaign with restaurants starting July 13, 2026, to promote the enjoyment of 'Super Dry' served at an ice-cold temperature in preparation for the peak summer season. The campaign will expand access to venues offering a premium cold experience, including 'Super Cold Certified Stores' that serve beer below 4°C in chilled mugs or glasses, 'Super Dry Extra Cold' locations serving at temperatures between -2°C and below 0°C, and outlets offering the 'Icy Cold Tumbler'.

The company will launch the 'Please Give Me Icy Cold DRY!' campaign, enhancing set menu recommendations with popular dishes at partner restaurants. The 'dry, crisp taste' of Super Dry enhances the flavor of food, and by offering a unique drinking experience available only at restaurants, Asahi aims to increase consumption opportunities for Super Dry.

Alongside this campaign, Asahi will also run the 'Capture & Enter: Icy Cold DRY Photo Submission Campaign'. Customers can take a photo of their 'Super Dry' served at a participating restaurant and submit it via the campaign website to enter. A total of 1,200 winners will be selected by lottery to receive prizes such as Icy Cold Tumblers or a case of 'Super Dry'.

Capture & Enter: Icy Cold DRY Photo Submission Campaign

Entry Period

From July 13, 2026 (Mon) to August 31, 2026 (Mon) at 10:00 AM

Eligible Product

'Asahi Super Dry' served at participating restaurants

Prize Categories

A Prize: Icy Cold Tumbler (360ml capacity), 1,000 winners

B Prize: 5,000 Digital Points, 100 winners

C Prize: One case of 'Asahi Super Dry' (24 cans, 350ml each), 100 winners

How to Enter

Access the campaign site via the QR code on in-store promotional materials or from Asahi Breweries' official social media accounts

Campaign Website: https://www.asahibeer.co.jp/s/kdk_cp/

On the same day, Asahi will begin streaming a WEBCM titled 'Please Give Me Icy Cold DRY', featuring actor Hiroshi Abe enjoying an ice-cold 'Super Dry' at a restaurant.

URL: https://youtu.be/922tQHlDjnU

Asahi Breweries will continue expanding the drinking experience of ice-cold 'Super Dry' through initiatives focused on 'coldness'. Under the theme 'Japanese summer is best enjoyed with icy cold DRY', the company will roll out promotional and advertising activities. Through this initiative, Asahi aims to energize both restaurant partners and the foodservice market, while increasing consumption opportunities for 'Super Dry'.

Reference: Examples of Participating Companies

For full campaign details and a list of participating stores, please visit the dedicated website.

URL: https://www.asahibeer.co.jp/s/kdk_cp/