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http://en.wikipedia.org/wiki/Asahi_Breweries
In 1987 Asahi introduced Asahi Super Dry a product that transformed the modern beer industry in Japan. Asahi Super Dry is described as a highly attenuated lager without the heavier malt flavors of competitors products, with a crisp, dry taste reminiscent of some northern German beers.[9] This highly successful launch led to a significant rise in consumer demand for dry beer and in turn to a dramatic turnaround in Asahi's business performance, surpassing Kirin in terms of both sales and profitability.