Introducing New Product category or Subcategory into a highly competitive industry Drives market-success. Think Asahi!

Asahi reshaped the Japanese Beer industry by introducing an innovative brewing process that reduced body and bitterness while increasing alcoholic content. Its new product, Asahi Super-Dry, had a very different taste than of other Japaneses Larger, and generated a new category, Dry Beer. As a result, Kirin, for decades, the leading brand with a dominant share of consumer wallets, suddenly was not relevant, for many consumers were attracted to the new Dry Beer category.

Asahi market share - 80% when Super Dry was launched in 1986 - rose continually until it share leadership in 1988.

This article is a part of what I have learnt from David Aaker's Brand Relevance: Making Competitor irrelevance

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