Quick Hits: Asahi Overhauls Flagship Beer, Short’s Brewing Has Strong 2021

American Craft Beer|January 31st, 2022|

(Courtesy Short’s Brewing)

The beer biz never sleeps at American Craft Beer. And here’s just some of what’s been happening while you were drinking your way through the weekend.

Short’s Brewing Enjoys Solid 2021

Unlike so many craft breweries which took a hit last year thanks to the pandemic, Elk Rapids, MI-based Short’s Brewing is reporting a 2.3% increase in overall sales, and a production volume of 52,986 barrels, a 3.9% increase from 2020.

That increase was largely due to Local’s Light, their Premium Light Lager which grew a hefty 35% throughout their distribution reach. Short’s two flagship brands, Soft Parade and Huma Lupa Licious IPA were unable to beat 2020 numbers, however, their draft volumes were much closer to 2019 setting up the brewery for a successful growth path in 2022.

Short’s Brewing Company products are currently available in 11 states across the Midwest as well as in Colorado and Florida.

Words to Drink By

“Football is unconditional love. I’m a pretty good winner. I’m a terrible loser. And I rub it in pretty good when I win.” Tom Brady, legendary NFL quarterback

Asahi Overhauls Its Flagship Beer

Responding to a changing market, Japanese beer giant Asahi has announced that it has overhauled the formula of its flagship Super Dry beer for the first time in its 35-year history.

Scheduled to roll out in mid-February, the new Asahi Super Dry is made with hops added later in the brewing process for a more robust taste while maintaining its signature dry finish according to the company. It will also feature a new brand logo and beer can design to signal that change.

The new recipe is a response to declining Asahi beer sales brought on in part by the COVID-19 lockdowns in Japan where 90% of Super Dry is sold, as well as to increased competition from low-calorie mixed drinks and seltzers. Overall sales of the beer fell around 7% in 2021.

Founded in Osaka in 1889, the Asahi Group is still the biggest beer maker in the Japan with close to 40% share of the market. Its primary beer through the 1950s to 1980s was Asahi Gold, but the launch of Asahi Super Dry in 1987 was a game-changer and it fast became the company’s flagship brand.