Asahi Premium Beverages is launching its first easy drinking beer in Australia, called Two Suns Premium Dry.
The beer is a collaboration between two passionate brewers: Geoff Day from Australia and Yosuke Tajika from Japan.
Launching this month, Two Suns unique brewing collaboration introduces a premium, low bitterness and lower carb option to the easy drinking category and is made in Australia with 100% Australian malt and wheat, using precise Japanese brewing techniques.
“Two Suns has a unique flavour profile of low bitterness with a subtle malt aroma and character,” said Day. “It’s distinctive crisp taste and dry finish makes for a really nice easy drinking refreshment. It truly is the result of marrying the best of two very passionate brewers that are excited to show off what’s best about our home countries.”
Two Suns enters the market at a time when data shows that Australians are changing their beer preferences from classic beers to lighter, more refreshing options.
The easy drinking category now makes up 31% of the total beer category and is continuing to grow, with forecasts expecting it to overtake classic beer in the next 12 months.
“Until now, there has been an absence of premium options for consumers to choose from in this category,” said Scott Hadley, Chief Commercial Officer at Asahi Premium Beverages.
“We identified that gap and are proud to welcome Two Suns to the Asahi Premium Beverages portfolio. This is our very first entry into the easy drinking beer category and we’re heavily invested to ensure this is our biggest and most exciting NPD launch to date,”
Asahi Premium Beverage has invested more than $5million in its biggest ever NPD launch to roll out from September.
This includes a significant outdoor media campaign, consumer and trade launch parties, a brand ambassador program as well as digital and social media executions. The investment also includes on-premise venue takeovers, sampling programs and a gold standard retail launch.
Two Suns will be available on tap at select venues and in pack.