Dry Beer

Before the 70's the top season of beer gardens was mid summer, because it was not as hot as it is in Tokyo and the price of  air-conditioners was too high for ordinary family. Most of the department stores ran beer gardens on their roof top and a lot of business people enjoyed beer after work. A major brand 'Asahi Super Dry'  was born in the mid 80's. At that time Asah faced tough time, because they had no popular brand and Kirin dominated the Japanese beer market. As it has been getting hotter since the 80's  due to climate change, Japanese consumers wanted to drink more dry taste beer than it was in humid summer  Asahi succeeded in meeting this change.