1. TOP
  2. SUSTAINABILITY
  3. Responsible Drinking
  4. Solution of Social Issues through Creation of New Drinking Opportunities
  5. Provision of New Options

Provision of New Options

The Asahi Group will continue to recommend new options, to provide solutions to social problems resulting from inappropriate drinking.

Development and Marketing of Non- and Low-alcohol Beverages

The Asahi Group works to ensure the diversity of its alcohol operations in accordance with its policy of expanding the development and marketing of non- and low-alcohol beverages in the regions where the Group has alcohol businesses.

Asahi Dry Zero and Asahi Beery

Asahi Breweries, Ltd. is strengthening sales of its non- and low-alcohol beverages that mainly include Asahi Dry Zero. Asahi Dry Zero is characterized by its dry flavor, beer-like drinkability with creamy head, and a refreshing compatibility with meals. Since its launch in February 2012, Asahi Dry Zero has earned a strong reputation for its flavor that is typical of beer. It has remained a top-seller in the Japanese non-alcohol, beer-flavored beverage market for the five consecutive years since 2015.*

Asahi Beery was launched in 2021. This is one of the products in the new low-alcohol beer category that is recommended to consumers who value spending their time in comfort and in their own ways, beyond just the good taste of beer. Asahi Beery targets customers who, irrespective of gender or age, wish to take their time to enjoy alcohol at their own pace and enrich their lives through the choice of an appropriate drink for themselves in accordance with the situation, also with consideration of recent changes in values about consumption and in people's lifestyles. Asahi Breweries, Ltd. will continue to stay on top of changes in customers' needs, awareness and behaviors and continue to propose pleasant situations for drinking, in pursuit of the growth of the market and the creation of demand.

*INTAGE's SRI survey on cumulative sales in the non-alcoholic, beer-flavored beverage market divided into seven different channels, conducted from November 2015 to October 2020 (combining figures from supermarkets, convenience stores, discount liquor stores, general liquor stores, professional-use liquor stores, drug stores and DIY stores)

PERONI LIBERA 0.0% and Birell

Asahi Europe and International is strengthening its sales of PERONI LIBERA 0.0%. Based on the concept, “let our customers experience the luxury offered by premium brands,” the product was created with the goal of providing a stylish, premium non-alcoholic beer without compromising taste or sociability. PERONI LIBERA 0.0% offers a new, stylish way to enjoy non-alcohol beer at bars, restaurants and in other settings. In the United Kingdom, Peroni Libera recorded sales of £2.96 million, becoming the No.1 beer-brand product launched in the British market in 2019. In 2020, the product's sales increased to £3.24 million.

Birell was launched in 1992 as the first non-alcoholic, beer-flavored beverage available in the Czech Republic. It gained customer support because it tastes exactly like real, alcoholic beer and has taken 68%* of the market, establishing its status as the No.1 beer brand in the Czech Republic. Available in an array of flavors, Birell contains only natural additives and no preservatives, synthetic colors or artificial sweeteners. It is very popular, characterized by being less sweet than regular soft drinks.

*As of 2019

Carlton Zero and Great Northern Series

Asahi Holdings (Australia) offers Australians many different choices for their moderation of their alcohol consumption, including non- and low-alcoholic beverages. Non-alcoholic choices include Carlton Zero and Great Northern Zero while Great Northern Super Crisp Lager is categorized as low-alcohol. All are aimed at providing people a new way to enjoy beer.

Advocating for Diversity in Drinking

Smart Drinking Declaration

In 2020, Asahi Breweries, Ltd. issued the Smart Drinking Declaration stating its will to provide an array of products with unprecedented conceptual diversity, to enable our customers to choose the alcoholic and non-alcoholic beverages best suited to their particular moments when they would like to have fun. “Smart Drinking” involves the development of products and services and environments for enjoying them in ways that help offer more drinking choices appropriate for more diverse groups of people and situations, including people who drink, do not drink, can drink and cannot drink alcohol, and including times when people choose to drink, choose not to drink, or are unable to drink alcohol. Smart Drinking is meant to build a society that embraces diversity. More specifically, the following actions have started in 2021.

Smart Drinking Declaration
Activities
  1. By June 2021, the website of Asahi Breweries, Ltd. disclosed the absolute amount of alcohol contained in the main alcoholic products commercially available from Asahi Breweries, Ltd. in Japan in grams. . In addition, Asahi Breweries Ltd. will disclose the amount of pure alcohol on the labels of products to be launched or renewed in and after August of 2021. By disclosing the absolute amount of alcohol in a product in grams, Asahi Breweries will ensure that customers are able to choose the alcohol product most suitable for them.
  2. Asahi Breweries is aiming to have its low-alcohol products containing 3.5% or less alcohol and non-alcoholic beverages reach 20% of the total volume of beer, RTDs and non-alcoholic products sold by 2025, a little more than three times the 2019 figure.