As Asahi changes its recipe for the first time, the new Asahi Super Dry takes the beer’s signature crispness to another level while enhancing its aroma through a technique called “late hopping”. The Art of Taste presented by Asahi Super Dry at Visual Arts Centre is the first-of-its-kind experiential pop-up event for the brand to mark the revamp of its new recipe and packaging. 

Super Dry Brewery – Art Installation at Visual Arts Centre Exhibition Gallery

Visitors can walk through a sensorial field of barley filled with baskets of hops, where they get to engage with the ingredients that are used to make the beer using their sense of touch. The art installation also features a captivating and sensorial musical light show that simulates what happens within the fermentation tank. 

Taste Zone at Dhoby Ghaut Green lawn

Taking over the 3600 square metres Dhoby Ghaut lawn, the Taste Zone is an all-encompassing showcase and experience of Japanese food pairing  with the new Asahi Super Dry as it can be enjoyed in different environments.  The Taste Zone demonstrates the adaptability of the beer and its ability to enhance any setting, such as local coffee shops, restaurants and bars, and supermarkets as recreated by the GOVT team. Visitors can enjoy food pairing inspired from various cities of Japan that takes on a local spin, and vibe to live performances from some of top local bands including Monty Crew, Supersonic, Shirlyn + The Unexpected and HOODW!NKED.

Tasting Masterclass
Visitors also have an opportunity to attend a Tasting Masterclass led by the Masters of Super Dry in a modern izakaya setting. Participants will gain a comprehensive understanding of the “quick peak, clean finish” taste of Asahi Super Dry and gain a deeper understanding of the distinction between dry and non-dry beers, witness the explosion of the perfect Super Dry serve, and savour the quick peak and clean finish through food pairing with three distinct flavours: Spicy, Sweet & Sour.

During the masterclass, participants will also get to enjoy tasters of two different types of sake, two different types of beer, and three different snack pairings in order to gain a better appreciation of the Super Dry flavour profile.

This event is a collaborative effort between the GOVT agency and Asahi Beer Singapore, with support by Visual Arts Centre. 

Relevant Media & Publicity: 

Mothership – New Asahi Super Dry 

Klook Masterclass Booking Site

Campaign Brief Asia – Asahi Beer Singapore Teams up with GOVT