Russian-brewed Asahi hits Europe

Asahi's 'steiny' bottle design

Japanese brand lands in France & Italy

Russian-brewed Japanese brand Asahi Super Dry is now available in France and Italy following the first shipment of the beer to the continent by Baltika Breweries.

Japan’s best selling beer is being brewed under licence at Baltika’s St Petersburg facility. The volume of the first shipment of Russian-brewed Asahi – packaged in 440ml ‘steiny’ bottles – was 350 hectolitres.

“This project will bring profits to the company and further utilise the production of the Baltika St Petersburg brewery,” said Ekaterina Zezkova, European regional manager at Baltika.

Asahi is also brewed under licence in the Czech Republic, the UK, Canada and Thailand and is exported to more than 40 countries, amongst which Italy and France are seen as key markets.

Baltika is the only foreign partner capable of packaging the brand in the unusual ‘steiny’ bottle design, which until now has only been available in Japan. Italian and French sales of the brew will be managed by Asahi Breweries’ European arm.

Japan’s big four brewers are all looking overseas for growth opportunities as the domestic beer market continues to contract. The Baltika-Asahi deal serves both brewers well, as Russian beer-makers struggle under increasingly strict regulations and a recent 200% increase on duties.