The term "karakuchi" (からくち) in Japanese refers to a dry taste profile in sake, which comes from the English translation of "pungent" and "mouth." In the context of sake, it describes a beer that tastes less sweet and more on the dry side. The word "karakuchi" can also be applied to other products, including food and drinks other than sake.
Karakuchi sake, with its dry flavor profile, can possess a complex mix of umami, fruity, and sometimes spicy notes that add depth to its character. This dryness is a result of the fermentation process, where the alcohol content and lack of residual sugar contribute to the dryness of the sake. Because of its balanced flavor profile, karakuchi sake pairs well with a variety of foods, making it an ideal companion to a wide range of cuisines beyond just Japanese food.
Karakuchi sake is often enjoyed in sushi bars and other food establishments in Japan, where its distinct dry taste stands out. The campaign launched by Asahi Super Dry, using the culinary term "karakuchi," aims to celebrate the phenomenon of dry taste in beer and attract consumers who appreciate the unique flavor profile of Asahi Super Dry.
Furthermore, the campaign features an on-pack promotion giving consumers the chance to win a trip to Tokyo or a Asahi Super Dry beer foamer, allowing them to deliver the dry serve from the comfort of their own home. The team behind the campaign demonstrates creativity and originality by crafting an ambitious global campaign during a period of uncertainty.
