Asahi Breweries Ltd. said Thursday it will design a new bottle and launch a massive ad campaign for its core suds Super Dry to commemorate the brew's 20th anniversary next year.
The announcement follows one by Kirin Brewery Co. about plans to launch in February what it says will be its first new major beer brand in 17 years, after its popular Ichibanshibori. Kirin will mark its 100th anniversary next year.
The moves by the top two brewers may stimulate the sluggish domestic beer market. In recent years, breweries have been preoccupied with concocting beerlike alcoholic beverages to satisfy rising demand for "third-category beer," which is cheaper because it is not genuine beer and thus taxed at a lower rate. Real beer has a much higher malt content.