KANPAI!! Shepherd Neame is toasting its new partnership with Asahi, one of Japan’s biggest brewers.

A deal signed in Faversham allows Sheps to become the first UK brewer to make Ashahi Super Dry, the best-selling Japanese beer.

It will also help the 300-year-old company penetrate new markets for its Spitfire, Bishop’s Finger and other ales.

The deal underlines Sheps’ growing reputation for brewing quality overseas beers under licence, such as Kingfisher (India), Oranjeboom (Netherlands), Tiger (Singapore) and Sunlik (China).

The agreement marks the start of a more aggressive sales strategy by the Tokyo-based Ashahi which has previously marketed Asahi Super Dry to "young, funky, trendy people", mainly in London.

At the moment, Super Dry has a 60 per cent market share of the Japanese beer market, but that market is relatively small.

Its decision to switch production for the UK market from the Czech Republic to Faversham signals a new approach which Asahi hopes will double consumption from 300,000 cases in 2005 to 600,000 by 2008.

Jonathan Neame, chief executive of Shepherd Neame, said the market for niche specialist beers was growing. There was a real opportunity for Asahi, which he said had a subtle, crisp, refreshing flavour, to become a substantial brand.

"It’s one of the few international brands that could succeed in supermarkets, pubs, clubs and hotels. It’s very good with food and in fashionable trendy bars," he said.

"From Shepherd Neame’s point of view, it opens access to new markets, particularly the bar sector where we don’t have much of a presence with our existing products. This is very significant."

Asahi’s quality standards were very demanding and Sheps’ recent £6.7million investment in new brewing, bottling and distribution facilities had made the deal possible.

"We are very proud and honoured that they have entrusted us to produce this beer on their behalf."

Tad Nakai, managing director of Asahi Beer Europe, said Shepherd Neame had been introduced to him by a mutual friend two years ago.

Since then, the chemistry between the two companies had been good, brewers from both companies had spent time with the other and he was very happy with the quality of the product.

He said: "The best way for us to expand our brand in the United Kingdom is with professional help from Shepherd Neame.

"As a long-established family business, Shepherd Neame has excellent credentials offering heritage, expertise in brewing under licence and high technical capabilities."

Meanwhile, Bobby Neame, company chairman, has been presented with a lifetime achievement award by the All-Party Parliamentary Beer Group for the second time.

Mr Neame, who is due to step down from his role as chairman in October, accepted the award from Michael Martin, Speaker of the House of Commons.