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ActivitiesCreate People-to-People Connections


Barley-of-Hope Project

The Barley-of-Hope project (Japanese only) is an Asahi Group activity assisting the reconstruction of Higashi Matsuyama City in Miyagi prefecture, which was damaged by the Great East Japan Earthquake. To generate livelihoods and festivity in the region, we have been cooperating with industry, government, academia, private organizations and people in the community to cultivate, process, and sell barley utilizing land devastated by the disaster.
The Barley-of-Hope Project yielded 71.8 tons of barley in 2020. Asahi Breweries, Ltd. released the Asahi Super Dry Tohoku Reconstruction Support Can (distribution limited to Iwate, Miyagi, and Fukushima prefectures), the Clear Asahi Gift of Tohoku (distribution limited to six prefectures in Tohoku), and Barley-of-Hope Ale 2020 (distribution limited to Asahi Food Create, Ltd. stores).

Agriculture Support Using By-Products

Asahi Biocycle Co., Ltd. provides agricultural materials (raw materials for fertilizers) derived from beer yeast cell walls, a by-product of the beer brewing process, and markets technologies for agricultural producers and others all around Japan. Asahi Biocycle also cooperates with the Japan International Cooperation Agency (JICA) to support agriculture in developing countries.

Campus Peroni, an Agricultural Support Project in Italy


Birra Peroni S.r.l. in Italy, a group company of Asahi Europe and International, has implemented the Campus Peroni project since 2018 that supports agricultural productivity and sustainability, focusing on the cultivation of grains such as barley, which are the raw materials used to make beer. The project, in partnership with malt factories, the national agricultural research center, and local universities' agriculture departments, has been implementing activities promoting research and innovation in the cultivation of grains, training for agricultural producers and the exchange of information between agricultural producers.

Supporting Hop Farmers in the Czech Republic


The Czech Republic is one of the world's top hop producing countries. Plzeňský Prazdroj is a group company of Asahi Europe and International, and their Water for Hops project is finding ways to secure enough water to produce hops, which is an essential raw material for brewing beer.
Hop farmers in the Czech Republic are sensitive to climate change. It is expected that the adverse effects of climate change will continue to increase until the year 2100. Everyone involved in the project, including the representatives of ministries and academic and other experts gathers to discuss the major issues and identify solutions that enable hop farmers to address climate change. In the first phase of the project, they installed 45 weather stations in selected hop fields for a season to provide data that would increase the accuracy of farmers' judgment when making decision about their crops. After evaluating the first phase of the project, future actions will be proposed for the project.
In addition, Plzeňský Prazdroj procures most of its barley and hop materials locally through long-term contracts directly with the farmers in the Czech Republic. These contracts are partnerships based on mutual trust. They providing predicable information that enables farmers to plan for the long-term. Not simply doing businesses, Plzeňský Prazdroj also provides training and consultations to ensure that farmers are able to effectively operate their businesses through collaboration.

Participation in the Young People's International Project, LEAD 2030, Towards the Achievement of the SDGs

Asahi Europe and International participates in LEAD 2030, an international project supporting activities led by young people to achieve the Sustainable Development Goals (SDGs), and runs a project that creates issues seeking sustainable solutions in agriculture and supports farmers.
The project collects young innovator and startup company candidates that are seeking solutions for the realization of sustainable agriculture and the adaption to the climate change. Winners are provided a subsidy of 50 thousand dollars and a mentorship from the top management of Asahi Europe and International to help accelerate their projects.

Dairy Farmer Support Program in Malaysia

Etika Dairies Sdn Bhd. in Malaysia, which deals in dairy products, is an Asahi Holdings Southeast Asia Sdn. Bhd. group company. To support local dairy farmers, the company has a program that purchases raw milk at a stable price from farmers who supply raw milk with a certain quality and quantity. In addition to helping increase the productivity of current dairy farmers and the quality of the milk they produce, the program support people who want to start dairy farming as a mechanism stabilizing the income of dairy farmers.

Donation to Foodbanks in Australia

Since 2009, Asahi Beverages Pty Ltd., a group company of Asahi Holdings (Australia) Pty Ltd. has been a proud partner of Foodbank Australia, Australia's largest food relief organization. Foodbank Australia distributes food to Australians in need of assistance via 2,400 front line charities and 2,000 schools. The company is very proud to have donated more than 6.1 million liters of product in support of the efforts of Foodbank Australia over the past decade.

Regional Environment

Forest Preservation Activities at Water Producing Sites

Planting During a Forestation Activity of the Okayama Factory of Asahi Soft Drinks Co., Ltd.

Water is an important resource that is essential for the business of the Asahi Group. Accordingly, the Asahi Group has positioned the use of sustainable water resources as an activity theme in its Environmental Vision and is proactively engaging in activities to conserve the forests in which water is nurtured.
Voluntary forest preservation activities at water producing sites were started by Shikoku Brewery of Asahi Breweries, Ltd. in 2004 based on the idea of “we will preserve the water that we use”. After this start, these activities were expanded to all breweries, and are currently being implemented at nine sites throughout Japan. They also encompass the Forest of Nikka located near Yoichi Distillery, the Hokkaido Plant of The Nikka Whiskey Distilling Co., Ltd.; the Sendai Plant of The Nikka Whiskey Distilling Co., Ltd.; and Wakochan Forest of Asahi Group Foods, Ltd. in Yaita-shi, Tochigi Prefecture. In 2017, the Hokuriku Factory of Asahi Soft Drinks Co., Ltd. started its forestation activities in cooperation with the municipal government of Kurobe-shi (Unazuki-machi), and the Okayama Factory began forestation activities in cooperation with the municipal government of Takahashi-shi, Okayama Prefecture in 2019. Overall, the Asahi Group had conducted 187 forest preservation activities in 14 locations in Japan by the end of 2020, including the participation of nearly 8,208 people.
Employees of breweries and Group companies as well as their families participate in forest conservation activities, which include tree-planting, grass-cutting, pruning and thinning in cooperation with organizations including local NPOs, forest owner's cooperatives and administrations. The creation and maintenance of forest roads necessary for such activities are also being conducted. These initiatives are also expanding and leading to opportunities for participation by not only company-related persons but also local residents.

Water Provision Program Water on Wheels

Carlton & United Breweries Pty Ltd (hereinafter, “CUB”), a group company of Asahi Holdings (Australia) Pty Ltd., conducts the Water on Wheels program providing water to farmers who are suffering from droughts, in collaboration with McColl's, a leading logistics company in Australia.
In this program, CUB additionally processes the water it generates during brewing at the Yatala brewery, which is the biggest beer brewery in Australia. This recycled water is delivered by McColl's to drought-stricken farmers. CUB is contributing to both the reduction of the brewery's water usage and the reduction of burdens on the local environment through the effective use of the water generated during the brewing process.

Wild Animal Conservation Campaign in Malaysia


In conjunction with the launch of the milk brand Goodday Milk's latest product, Goodday UHT Banana Flavoured Milk, Etika Dairies Sdn Bhd, a group company of Asahi Holdings Southeast Asia Sdn. Bhd., has started a campaign supporting the World Wide Fund for Nature – Malaysia (WWF-Malaysia). The goal of the campaign is to educate Malaysians about orangutans and increase awareness of what we can do to protect this endangered species.
The latest Goodday Milk packaging includes a QR Code that consumers can quickly scan to learn more about the threats faced by orangutans in Malaysia. The link also directs consumers to information about how they themselves can support the campaign.

Disaster Relief

Guided by the idea that it important to get the necessary goods to the people who need them when they need them, the Asahi Group donates money and provides relief supplies and whatever else is needed in the event of a disaster.

COVID-19-related Activities

The Asahi Group is committed to supporting local communities around the world.
In order to support medical professionals on the front lines, those who support logistics and lifelines, and the many people who are suffering from the novel coronavirus, we are taking a variety of measures to support them by making the most of our products, services, and know-how, depending on the situation in each region. We are also working on various measures and activities through the Group's business activities.

Related Information

Supporting Central Vietnam Flood Victims

Floods ravaged central Vietnam towards the end of 2020, and Asahi Beverages Vietnam, a group company of Asahi Holdings Southeast Asia Sdn. Bhd., together with local newspapers and the Tam Ky City People's Committee visited every household in the Tam Thang commune of Tam Ky City in Quang Nam Province and donated products. The people there faced difficulty after the flood. Outside of Quang Nam, Asahi Beverages Vietnam also worked with authorities in Hue City and Quang Tri Province to supply aid to the people impacted by the flood.

Providing Drinking Water during Droughts in Australia


In December 2018, CUB launched a free drinking water can program to support communities impacted by natural disaster. The program is the first of its kind in Australia, launched together with the NPO GIVIT.
To date, free water cans have been distributed to the people affected by the 2019 Townsville floods, drought-affected communities across Queensland and New South Wales, and the communities in South Australia and New South Wales affected by the bushfires in 2019 and 2020.

Let It Pour Campaign to Aid Farmers Affected by Droughts

CUB has held annual Let It Pour campaign in pubs all around Australia since 2018 to raise funds for drought-striken farmers. Through the campaign, CUB donates beer kegs to the pubs, and all the proceeds from those beer kegs are donated to Rotary Australia's Drought Relief Fund for Farmers.

Related Information

Activities in Other Areas

Providing Work Opportunities to Support Young People's Skill Development

Asahi Beverages has been in partnership with Whitelion, a not-for-profit organization, since 2011. Whitelion assists at risk youths by providing them support, training, and other services toward employment and skill development. Asahi Beverages has worked together with Whitelion on various initiatives including fundraising events and volunteer activities. Among them, the one considered to be most important is the employment of young people to provide them with the opportunity to develop their job skills.
Many of the young people Asahi Beverages employs under this initiative have never worked before. So the key objective is to prepare them for their next job through this work experience. Asahi Beverages assigns an employee to each young person as their mentor who provides the young people with appropriate assistance as well as experiences leading to skills development in cooperation with the Whitelion representative. The company also equips the young people with basic skills and appropriate attitudes and behaviors required in a business environment by educating and nurturing them throughout the process.
In their time with Asahi Beverages some of these young people have been able to obtain qualifications or forklift licenses, or learn skills which they can apply to their next job. Offering work opportunities has not only impacted the lives of the young people themselves in a positive way, but it has also provided great benefits to their families as well. With the support of Whitelion, Asahi Beverages will continue to help the broader community benefit.

Supporting Sports in Malaysia


To support sports, Etika Beverages Sdn. Bhd. donates sports beverages monthly to the National Sports Institute of Malaysia (NSI), to which more than 850 national athletes and coaches belong. In addition, to develop Malaysians' interest in basketball and encourage women's participation in the sport, Etika Beverages Sdn. Bhd. also supports athletes by donating sport beverages every month to 3-on-3 tournaments, high school and university basketball leagues, and other events nationwide.

Asahi Group Arts Foundation

This Foundation is subsidizing artistic and cultural activities focused on fine art, music and performing arts and international exchanges.

Asahi Group Foundation

This Foundation is mainly subsidizing studies on sciences and cultures that concern food, life and the environment.


The Asahi Group's social contribution expenditures and major initiatives are as follows:

Social Contribution Expenditures

Unit: million yen

2018 2019 2020
Total 1,351 1,292 1,207

*Scope of aggregation: Asahi Group Holdings, Ltd., Asahi Breweries, Ltd., Asahi Soft Drinks Co., Ltd., Asahi Group Foods, Ltd.

Breakdown of Expenditures (in FY 2020)
Support for disaster-stricken regions Donated a total of 30 million yen and provided relief supplies in the wake of Typhoon Hagibis.
Support for reconstruction from the Great East Japan Earthquake Donated approximately 102.75 million yen in total
Asahi Eco-mileage Donated approximately 10.4 million yen to 108 groups

Internal Systems

The Asahi Group is encouraging respective Group employees to keep taking part in voluntary activities. For that purpose, the Asahi Group has prepared systems, including leave and other systems for supporting their voluntary activities, an Intranet and an in-house magazine offering information about such activities.

Major Systems and Programs for Voluntary Activities by Employees
System/Program Content
Asahi Nice Life Leave System
(Volunteer Leave System)
Provides 12 days of annual paid leave for employees participating in voluntary activities that meet the required criteria.
Asahi Eco-mileage Converts voluntary activities of employees into points that serve as the basis for calculating donations to local community organizations
Provision of opportunities to participate in volunteer activities Allows employees to participate in volunteer activities, including the forest preservation activities
Volunteers who collect and donate various items Volunteers collect and donate used prepaid cards, used stamps, unused postcards, and other items

Our Social Contribution Activities in the Past

Please click here for social contribution activities the Asahi Group has undertaken up to this point. (Japanese only)