Solution of Social Issues through Creation of New Drinking Opportunities


As a new proposal aimed at solving the social issue of inappropriate alcohol consumption in keeping with Asahi Group Responsible Drinking Principles, the Asahi Group has focused on the development and marketing of non-alcoholic and low-alcohol products. We will aim to develop innovative products by bringing together the knowledge and technologies of the Asahi Group, innovate the relationship between people and alcoholic beverages, and contribute to the sound development of the alcoholic beverage culture that plays a part in enriching people's lives.

Management System

We have established a management system that links the departments associated with everything from manufacturing to sales in a cross-sectoral manner for each company responsible for the Asahi Group's alcoholic beverage business. Asahi Group Holdings plays a central role in sharing and promoting the initiatives of Group companies, and reports to the Corporate Strategy Board and Board of Directors.


Main Results for FY2019

  • Sales of non-alcoholic and low-alcohol products expanded by 1.2 times (compared with 2018 levels) (Asahi Europe)
  • Non-alcoholic beverages accounted for 4.9% of all product sales by volume. (Asahi Breweries Europe)

* Company names are those that were in effect as of the end of 2019.

Going Forward

Moving forward, we will continue to develop non-alcoholic and low alcohol products while launching and expanding sales in each area, proposing new choices that are tailored to local needs.

Related SDGs