Asahi Beer Singapore teams up with GOVT Singapore to launch new activation campaign

To mark the first-ever revamp of the beer’s recipe and packaging since its introduction in 1987, GOVT worked with Asahi Beer Singapore to launch a pop-up event entitled “The Art of Taste”, free to the public from 7 – 20 July.

Inspired by the vibrant essence of Modern Japan, The Art of Taste event encapsulates the new Asahi Super Dry, presenting its enriched and vibrant dry taste that transcends expectations, making it the ideal companion for any occasion and an invitation to explore the unexpected.

The collaborative effort between GOVT and Asahi Beer Singapore resulted in the creation of an immersive brand world experience that captivates drinkers with a showcase of the “Quick Peak” of flavour followed by a “Clean Finish”, reminiscent of the iconic Bullet Train, an enduring symbol of Modern Japan.

Tasting Masterclass
At the event, visitors get the opportunity to attend a Tasting Masterclass, led by the Masters of Super Dry in a modern izakaya setting, providing a step-by-step guided exploration of the inspiration behind Asahi Super Dry. Participants will gain a deeper understanding of the distinction between dry and non-dry beers, witness the explosion of the perfect Super Dry serve, and savour the quick peak and clean finish through three distinct flavours: Spicy, Sweet & Sour. GOVT worked closely with Masters of Super Dry, some even flown in directly from their Asahi Super Dry Brewery in Tokyo, including Gota Iribe, Regional Brand Advocacy Manager, to conduct the classes.

Super Dry Brewery Installations
To introduce visitors to the beginning of Super Dry and a look behind the creation of the new Asahi Super Dry, GOVT conceptualised sensory experiences of the beer-making process. At these installations, visitors can walk through a sensorial field of barley filled with baskets of hops, where they get to engage with the ingredients that are used to make the beer using their sense of touch. The installation also features a captivating and sensorial musical light show that simulates what happens within the fermentation tank.

Finally, at the heart of the event, GOVT developed the Taste Zone – an all-encompassing showcase of the versatility of Asahi Super Dry as it is enjoyed in different environments. Recreating key channels such as local coffee shops, restaurants and bars, and supermarkets, this zone demonstrates the adaptability of the beer and its ability to enhance any setting. At the Taste Zone visitors can enjoy food pairing inspired from various cities of Japan that takes on a local spin, all while enjoying live performances from some of the top local bands including Monty Crew, Supersonic, Shirlyn + The Unexpected and HOODW!NKED.

Aaron Koh, GOVT Founder/Chief Creative Officer, said: “We want to reintroduce Asahi Super Dry to Singaporeans through a journey that brings them beyond a typical Japanese beer brand.

“Most beer festivals consist of 3 components: Food. Music. Beer. We designed the Asahi ‘Art of Taste’ to go beyond all 3 as a showcase of how the brand delivers a modern twist on traditional beer consumption settings we’re all too familiar with — from clubs, bars, restaurants, supermarkets and even the humble coffee shops. It is a first-of-its-kind experience for the brand. One we hope will also show an unexpected side to traditional beer events.”

Meryl Ho, Marketing Lead, Asahi Beer Asia – Singapore, said: “The original Asahi Super Dry recipe has stood for over three and half decades since 1987 and if we’re going to introduce a refined taste and look to the markets, we want it to be impactful and more importantly meaningful. The “Quick Peak, Clean Finish” key proposition of the new Asahi Super Dry is one that transcends just the taste of the new beer – it’s a fully sensorial experience and I believe the Art of Taste event in partnership with GOVT brings that to life perfectly.”