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Despite belonging to Japan's “new genre” (third-category beer), The Rich pursues malt richness and long maturation for surprising depth.
Overturns the “cheap and cheerful” stereotype of third-category beer with serious richness pursuit.
Japan's “new genre” (third-category beer) is a tax-defined segment that uses non-malt ingredients or mixes happoshu with distilled spirit. Originally a value play, the category has matured — The Rich (2018) is a flagship of the quality push.
Selected malts and long cold maturation deliver a depth uncommon in the category. ABV 6.0%, on the higher side, with substantial mouthfeel.
Excellent with karaage, tonkatsu, curry, mapo tofu — anything with strong flavor. A capable everyday companion that respects both budget and palate.
Serve chilled at 5-7°C in a mug or tumbler. Higher ABV — drink mindfully. Built for everyday richness without breaking the bank.
Founded 1889. Beyond Super Dry and Maruef, Asahi develops the new-genre category aggressively — Clear Asahi, Honnama Draft, The Rich — meeting different price points.
For those who want both value and richness. Find places carrying Asahi The Rich on Minnama.