Group Philosophy
Asahi Group Philosophy
The Asahi Group Philosophy (AGP) serves as the starting point for all of our business activities.
As we aim to realize growth as a global corporation, the opportunities and risks we face in our operating environment are becoming more extensive and complex.
Amid these circumstances, our employees around the world adopt the AGP as a shared language and, guided by the AGP, are boldly taking on challenges to create value
that is uniquely Asahi while sharing among them a common set of Group values and ideas regarding the direction toward which the Group should aim.
Going forward, each employee will strive to enhance the Group’s corporate value over the medium to long term by implementing the AGP in their daily activities.
Our Mission
Our Vision
Our Values
Our Principles
Building value together with all our stakeholders
- Customers
- Win customer satisfaction with products and services that exceed expectations
- Employees
- Foster a corporate culture that promotes individual and Company growth
- Society
- Contribute to realizing a sustainable society through our business
- Partners
- Build relationships that promote mutual growth
- Shareholders
- Increase our share value through sustainable profit growth and shareholder returns
AGP Introduction
AGP AWARDS
The AGP AWARDS is a company award that recognizes the various efforts made by our employees that embody Asahi Group Philosophy (AGP). It aims to deepen understanding of the AGP with colleagues, foster a corporate culture that puts the AGP into practice, and accelerate "Think Globally, Act Locally.
In addition, the Grand Prix winners will represent the Asahi Group and will select donation recipients for activities aimed at solving social issues. The winners will have various opportunities such as promoting the Asahi Group's material issues in the areas of Environment, Human Rights, Community, Health, and Responsible Drinking.
At AGP AWARDS 2025, Mirai no Lemon Sour– A Story of Challenge and Innovation from Asahi Breweries of Asahi Group Japan, was honored with the Grand Prix.
In 2024, Asahi Breweries launched Mirai no Lemon Sour, the world’s first* RTD** beverage in which a real lemon slice rises to the surface when the can is opened. By adopting a full-open can design, consumers can enjoy the striking visual of a floating lemon slice and the fresh, vibrant aroma derived from the lemon. From raw material sourcing and manufacturing to ensuring safety and great taste, more than 80 team members collaborated across departments, combining their expertise to bring this product to life.
- * The world’s first canned chuhai featuring both a full-open can and a real lemon slice (based on Mintel database research and Asahi’s own investigation as of December 2022)
- ** RTD stands for “Ready to Drink,” referring to beverages that can be consumed as purchased, such as canned chuhai.
Developed over a long period of three and a half years, the product has generated strong market response since its launch and has significantly strengthened Asahi Breweries’ presence in the Japanese RTD market. Looking ahead, the company aims to continue driving innovation in the RTD market by introducing products that offer unique value beyond existing offerings.
The project team has designated the following two organizations as recipients of the donation:
NPO Aluminum Can Volunteer
Through the collection and recycling of aluminum cans, this organization donates the proceeds to the Japan Association for the World Food Programme (WFP), thereby supporting school feeding programs while contributing to both environmental sustainability and social impact.
Social Welfare Corporation Ichibakukai (Mugi no Sato) – Social Farm Mogitate
Based in Kinokawa City, Wakayama Prefecture, the organization works in partnership with the Kinokawa Agricultural Cooperative to undertake agricultural processing, utilize fallow farmland, and operate food service businesses. Through these initiatives, as well as by expanding employment opportunities for people facing barriers to work, the organization contributes to the creation of a more inclusive society.
In the AGP AWARDS 2024, the Circular Plastics Australia (PET)Project from Asahi Beverages (Oceania) won the Grand Prix. Based on the Asahi Group Philosophy (AGP), this initiative embodies Think Globally, Act Locally.
Circular Plastics Australia has built Australia's two largest PET recycling plants, opening in Albury, New South Wales and Melbourne, Victoria in 2022 and 2023, respectively. This will enable the company to recycle more than 2 billion PET bottles per year and produce 40,000 tons of PET plastics recycled. The project was undertaken in a joint venture with Asahi Beverages, Pact Group, Cleanaway, and Coca-Cola Europacific Partners. It will transform Australian society by creating a closed-loop system for sustainable plastic packaging, reducing energy and raw material use, and creating local jobs.
With their prize, a one million yen donation to a not-for-profit organisation of their choice, Asahi Beverages' Circular Plastics Australia (PET) team has chosen to support Junction Support Services, which has been supporting vulnerable people in regional Australia for about 35 years.
Carbon Neutral Brewery - Circular Energy with Twence (Netherlands)
The Grand Prix of the 2nd AGP AWARDS was awarded to a project by Royal Grolsch in the Netherlands, which has made significant progress toward the realization of the first carbon-neutral brewery in the Asahi Group and the Netherlands.
The project aims to achieve a carbon neutral brewery in three steps, in collaboration with Twence, a biomass-generated electricity, heat, and steam-supplying company.
The first step was to achieve 100% green electricity from wind power in 2020.
The second step was the creation of a sustainably energy supply system, which was implemented from 2021 to 2022. Via an underground piping network Twence supplies heat (hot water), to the city of Enschede. This network has been expanded and the brewery has been connected via two newly installed pipelines, in total more than 1 km long, that are located underneath the highway. The heat supplied by Twence via those pipelines is be used to power the brewery's bottle washers and pasteurizers and to heat the buildings.
In parallel an installation to upgrade the biogas produced by the on-site waste water treatment plant and inject it into the natural gas grid, has been installed. Thus supplying 700 neighboring households with green gas from Grolsch. This innovative sustainable energy system was able to start operation six weeks earlier than originally planned, saving extra natural gas and reducing CO2 emissions and costs.
The final step in this transition, step 3, is to produce steam from renewable energy sources. The company plans to use heat pumps to produce steam used in the brewing process, thereby reducing emissions from the brewery to zero in the future. The company will also continue to improve their sustainability efforts through VPPAs (Virtual Power Purchase Agreements) for green power and consideration of further intensifying collaboration with stakeholders e.g. by procuring food grade CO2.
The project has been recognized as a great example of strong collaboration with the community in energy conversion and creating opportunities to the local business, is rooted in the Asahi Group's material issues, particularly in "Environment", "Community", and "Human Rights”. This is truly an initiative that realizes all three of Our Values in the AGP: Challenge and Innovation, Excellence in Quality, and Shared Inspiration.
