Reduction in Inappropriate Drinking


Throughout the long history of humankind, alcohol has not only brought delight and pleasure into daily life, but has also played an important role in celebrations and commemorative moments. We take great pride in our role in the production and sales of alcoholic beverages.

At the same time, we are well aware that inappropriate drinking habits can lead to a range of problems for individuals, their families, and society at large. Accordingly, under the Asahi Group Responsible Drinking Principles, we will address problems associated with inappropriate drinking habits and promote moderate, responsible drinking so that many people can share in the joys and pleasures of alcoholic beverages. We will take these and other actions as a company that is trusted by society.

Management System

There is a broad range of issues caused by inappropriate drinking habits. Accordingly, we do not have these problems handled solely by a specific internal organization. Instead, we have established a system under which we make group-wide efforts to tackle alcohol-related problems by assigning a role to each internal organization of the Asahi Group. We are thoroughly implementing actions to give the highest priority to compliance in all aspects of our business activities.


  • Industry Commitment: International Alliance for Responsible Drinking (IARD) Producers' Commitments
  • Promote efforts to reduce harmful drinking
Related Information

Main Results for FY2019

  • Conducting lectures for people who recently entered the workforce on proper drinking habits
  • Distributed educational tool for elementary students to prevent under-aged drinking (less than 20 years of age) entitled “What would you do? What could happen?—Learn about alcoholic beverages” (31,352 pcs.)
  • Strengthened age-affirmation measures in the digital marketing of alcoholic beverage producers to reduce underage drinking
  • Bolstered communication with consumers regarding the prevention of underage drinking, drinking during pregnancy and breastfeeding
  • Promoted and presented results of medical research on the relationship between alcohol and health
  • Conducted alcohol e-Learning covering all employees (10 operating companies of Asahi Breweries, Ltd. and Asahi Breweries Europe)

Going Forward

The Asahi Group will continue carrying out educational activities so that employees at all business sites can acquire accurate knowledge and information concerning alcohol and health, as well as expanding initiatives for educational activities for communities.

Related Information

Related SDGs