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Business

Asahi exports Super Dry 'freshness management' to South Korea

Brewer looks to shorten trip to key market for flagship brand

Asahi opened a pop-up bar in Seoul to promote its Asahi Super Dry brand.

TOKYO -- Asahi Breweries will introduce freshness-ensuring techniques in South Korea for its Super Dry brand, looking to add to its already market-leading share of the country's imported beer market. 

The Japanese beer maker does not have a brewery in South Korea and exports most of the Super Dry bound for there from Fukuoka in southwestern Japan. The Hakata brewery in Fukuoka will now receive orders twice a month rather than just once and increase production from once every 10 days or so to two or three times.

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