Asahi

Asahi beer’s gutsy relaunch of ‘Superdry’ smashes sales targets; short term stock outs!

Alcohol, Japan, Marketing, relaunch / By

35 years after its original launch Superdry, Asahi’s iconic beer brand was relaunched this spring. The launch involved a change of flavour to improve its ‘sharpness’ and ‘crispness’ according to the company. According to Asahi’s consumer preference tests over 90% of the target market preferred the new formula, a fact the company has referenced in …

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Fashion icon SuperDry bets big on Oxford Street whilst secretly battling another trademark rival

Fashion, IP, Marketing, Trademarks / By

SuperDry is the tale of a British company that masquerades as a Japanese icon. It is ironical that for those of us who live in Japan, there are no SuperDry clothing stores. Founded by an entrepreneur who took a liking to Asahi SuperDry, the brand leverages SuperDry’s image and is especially popular in western markets. …

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Ajinomoto stock soars far above rivals. But is it due to MSG or the lesser known ABF?

Branding, Innovation, Japan / By

Although the Nikkei has danced to new highs recently (+30% at time of writing), not everyone has been doing so well. That’s especially the case for food & beverage stocks. Yakult and Morinaga’s share price has not grown whilst Ezaki Glico, Nissin Foods and Calbee are down (-7%, -8% & -14% respectively). Alcohol giants Asahi …

Ajinomoto stock soars far above rivals. But is it due to MSG or the lesser known ABF? Read More »