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Throughout the long history of humanity, alcoholic beverages have played a major role in bringing joy and enrichment to daily life, as well as in celebrations and other milestones in life. We are very proud to be involved in the manufacture and sale of such beverages. On the other hand, we are well aware that inappropriate drinking habits can lead to a range of issues for individuals, their families, and society at large.
As a corporate group involved in alcoholic beverages, the Asahi Group promotes initiatives aimed at appropriate drinking and contributes to the development of the alcoholic beverage culture.

Asahi Group Responsible Drinking Principles

Reduction in Inappropriate Drinking
Solution of Alcohol-Related Issues through Creation of New Drinking Opportunities

Responsible Drinking Ambassador

The Asahi Group is working globally to prevent inappropriate drinking habits and to raise awareness of appropriate drinking, aiming to realize a society in which alcohol-related issues are reduced. In addition, we are striving to realize a society that embraces diversity by offering a variety of products and drinking options.

The Global Slogan “Responsible Drinking Ambassador”

To achieve the Asahi Group Responsible Drinking Principles, the Asahi Group created the global slogan “Responsible Drinking Ambassador” in 2020.
It was created to be shared among employees of the Asahi Group as a slogan that reminds them of their mission as employees at a glance. The slogan includes the word “ambassador” to communicate the idea that the first step toward achieving the Group's Responsible Drinking Principles is each individual employee taking responsibility for their drinking behavior and acting in pursuit of the Principles.
To instill in each employee the awareness and knowledge that they must be an “ambassador,” we have begun efforts including the expansion of e-learning about responsible drinking for not only operating companies dealing in alcohol beverages, but other group companies in Japan as well.

The Target Relating to Solution of Alcohol-Related Issues through Creation of New Drinking Opportunities

by 2025

Achieve a 15% sales composition ratio of non-alcohol and low-alcohol beverages to major alcohol beverage products* by 2025

Beer-type beverages, RTD, non-alcohol beverages

Achievement

10%

2021

10%

2022

Sales composition ratio of non-alcohol and low-alcohol beverages to major alcohol beverage products*

Beer-type beverages, RTD, non-alcohol beverages

Activities Report on Solving Alcohol-Related Issues by Reducing Inappropriate Drinking and Creating New Drinking Opportunities

Working Globally to Raise Awareness and Promote “Responsible Drinking”

Aiming to Reduct Inappropriate Drinking

“Responsible Drinking Ambassador” is the global slogan we established in 2020 in order to promote “Responsible Drinking,” which is one of the Asahi Group's material issues. As an ambassador for reducting inappropriate drinking as well as raising awareness and promoting the sound development of the alcohol beverage culture, each and every Asahi Group employee aims to practice responsible drinking based on the Asahi Group Responsible Drinking Principles established in 2019.

Increasing Choice and Aiming for a Society that Embraces “Diversity in Drinking”

Expanding Non- and Low Alcohol Products

Under its global slogan “Responsible Drinking Ambassador,” the Asahi Group is implementing a variety of initiatives to raise awareness of appropriate drinking among people around the world.
One such initiative is the development and sale of non- and low-alcohol products, as well as awareness raising activities through the media and events, with the aim of realizing a society in which both people who drink alcohol and those who do not can respect each other and enjoy their drinks wisely according to their situation, physical health, mood, and other factors at the time.

Discussing Responsible Drinking with Future-generation Leaders from Around the World

Participation in One Young World 2022

During the One Young World Manchester Summit 2022 in England, the Asahi Group communicated the importance of responsible drinking and declared its firm commitment to widespread realization of this philosophy.

"Smart Drinking": Toward Mutual Respect for Diverse Drinking Styles in Japan

Solving Problems Related to Inappropriate Drinking Habits

Asahi Breweries, Ltd. promotes the concept of "smart drinking," which entails developing products and services, and fostering environments, that expand the range of options for ways to enjoy drinking alcohol beverages and non-alcohol beverages under various circumstances, thus realizing a society that better embraces diversity in drinking styles. Smart drinking applies to a wide range of people, including people who choose to drink or not drink alcohol, people who can or cannot drink alcohol, and people who make the choice to abstain from alcohol for any number of reasons.

List of initiatives

Other
Activities

Secure Food Safety & Reliability

The Asahi Group works throughout the entire process from product planning and development, raw material procurement, to production, logistics, sales, and communication with customers to ensure safety and security with the aim of providing products and services exceeding the expectations of customers.

Sustainability
Report

We publish the Sustainability Report as a tool to provide comprehensive coverage of our performance results, activities and measures in relation to sustainability, which take as their foundations our governance, risk management, strategies, metrics and targets.