East looks West
With a stagnating domestic market, the leading Japanese brewer Asahi has had to look for markets elsewhere. For two years now, Asahi has been working the European beer markets out of its London headquarters. Europe has proven a complex market compared with the initially targeted markets of south east Asia. Whereas consumers in the south east Asian markets already show an interest in Japanese culture (including Japanese food and drinks), European consumers still have to be introduced to Sushi, Sake and Asahi in larger numbers. Nevertheless, Asahi Super Dry will remain a niche product as it is not marketed as a commodity. Asahi’s management purposefully launched Asahi as a premium product at a premium, i.e. high price. In Germany, Asahi is distributed by Binding, in the UK by Bass..
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