As a result of a prolonged and intensive study of trends in Japanese consumers' taste preferences the Asahi brewing company hit on the concept of a "dry" beer, defined as having "a smooth, crisp taste" and "a smooth fresh after taste". In the late 1970s and early 1980s the average Japanese beer was noticeably sweeter than has been the case since Asahi introduced their Super Dry brand in 1987. The success of Asahi Super Dry prompted other Japanese brewers to produce similar beers, which differ from "regular" Japanese beers in having a lower bitterness factor and higher values for original extract, alcohol content and final attenuation. Production and sales figures indicate that in Japan the dry beer phenomenon is not a passing fad but a long term trend likely to persist for 15 years or more. In 1988, dry beer accounted for 30% of total beer production in Japan.
Keywords : beer brand flavour history market production prospect survey