Asahi EGA BEER Returns for Limited-Quantity Relaunch on October 20

Asahi Breweries, Ltd. (headquartered in Tokyo; President: Kazuo Matsuyama) is bringing back Asahi EGA BEER for another limited-quantity release starting October 20. Released on June 2, the beer returns following its popular reception, this time featuring new gold and yellow package designs.

Asahi EGA BEER was developed under the concept of "a beer for beer lovers, made seriously together with beer-loving comedian Egashira 2:50." Brewed with six varieties of hops, it delivers a rich body, aroma, and bitterness. It uses the same yeast as "Super Dry," giving it a crisp, clean finish. When it first went on sale in June, its genuine beer flavor and randomly assorted package designs were well received, drawing comments such as "The package really caught my eye at the store, and I couldn't help but pick it up" and "I don't usually drink much alcohol, but EGA BEER was delicious, so I bought it again."

Asahi EGA BEER was originally released in a limited quantity in September 2025 through "アサヒ空想開発局," a test-marketing site for new products. Under the slogan "We imagine because we love it. We bring it to life because we love it," the site has turned ideas that excite customers into real products, testing them through period- and quantity-limited sales. Going forward, customers who purchase the product will continue to be asked to answer surveys about its taste and packaging, with the feedback reflected in future product development.