There has been an acceleration in economic development and the trend of mobilization among populations, leading to an unbalance in the distribution of populations, including the heavy concentration of people in urban areas and depopulation in rural areas around the world.
As a result, regional connections and connections between people with a shared sense of values have weakened. Through our connections with stakeholders (co-creation activities) and participation of employees in community support activities, the Asahi Group aims to review weakened connections and create new connections.

Realize Sustainable Communities through the Creation of People-to-People Connections

RE:CONNECTION

The Asahi Group has been supported by various communities through business activities such as procurement, production, and sales. We believe it is important to reevaluate and further develop these connections, which is why we established “RE:CONNECTION” as the slogan of our activities toward the material issue of Communities and are promoting initiatives regarding this subject.
Because the Asahi Group uses farm produce, the “gifts of nature,” to create its products and services, it has close relationships with the agricultural industry.
The agricultural industry has played an important role in creating jobs and passing on specialties and traditions in the community, and the Asahi Group aims to contribute to the community through sustainable agricultural industry initiatives, and to strengthen the connection with the community through the participation of employees in community support activities themselves.

Activities Report on Realizing Sustainable Communities through the Creation of People-to-People Connections

Key Activity
“Sustainable agricultural industry”

To Keep Traditional Hops, the Star of Pilsner Beer, Alive

FOR HOPS, Reforming Cultivation Systems

FOR HOPS is a project that protects hops grown in the Czech Republic, an indispensable ingredient in Pilsner beer, from water shortages. Using the power of cutting-edge technologies, a project has been launched to build efficient irrigation mechanisms.

Using Yeast that Has Made Delicious Beer to Grow High-Quality Agricultural Produce

Supporting Agriculture with Brewing Yeast Cell Walls

The cell walls of brewing yeast contain active ingredients that encourage plant growth. An agricultural material (fertilizer raw material) derived from brewing yeast cell walls produced with an Asahi Group proprietary processing method, is producing results at farms all over the country. Those results include increasing harvest yields and reducing the use of agrochemicals.

Basic Activity
“Community support activities”

“Food”

Restoring Bustling Prosperity to Post-Disaster Tohoku

Rebuilding Local Industry with Barley of Hope Project

The Barley of Hope Project seeks to assist the reconstruction of Higashimatsushima City in Miyagi Prefecture, which was greatly affected by the Great East Japan Earthquake disaster in 2011. The plan is to bring bustling prosperity to the region by growing, processing, and selling barley, using land affected by the disaster. With these intentions, the Asahi Group is working to build up local industries in a collaboration between industry, government, academia, and citizens.

Helping to Solve Local Problems and Revitalize Regions Through Sustainable Craft Beer

Regional Contribution Activities by Asahi YOU. US, Ltd.

Asahi YOU. US, Ltd. under the umbrella of Asahi Group Japan helps to solve regional problems and revitalize local regions through development of craft beer. The craft beers developed so far use ingredients such as tea-leaf stem that is generally considered to be of little value and strawberries left in tourist farms due to reduced tourist numbers.

“Regional Environment”

Global Community Support Activities

Employee Participation in Environmental Preservation Initiatives Around the World

As the first of its global community support activities, the Asahi Group launched the "RE:CONNECTION for the EARTH" project in 2022 with the aim of environmental preservation in various regions. As part of this project, Group employees engaged in a variety of activities on June 5, which is World Environment Day.

Ensuring Forests that Store an Abundance of Water Ourselves

Forest Preservation Activities at Water Sources

Forest preservation at water sources is an important responsibility for a company that uses water to make its products. The Asahi Group is actively engaged in forest preservation activities to protect forests near the production sites of Group companies throughout Japan and the Group-owned forest “Asahi Forest.”

“Disaster Relief”

17 Tapsters Rush to Help Hop Farmers

Bartenders Helping Out on Hop Farms

Czech pubs were forced to close due to the COVID-19 pandemic, while hop farms were struck with labor shortage. To solve both these predicaments, a project to send pub bartenders out to the hop fields was launched.

Bringing Nutrition and Energy to People Devastated by Flooding

Flood Relief Through Delivery of Supplies

In response to the massive floods that struck central Vietnam, Asahi Beverages Vietnam launched an initiative to deliver relief supplies to the afflicted areas. The company chose highly nutritional products from its own line-up to include in the relief supplies, to help restore the energy of the recipients.

List of initiatives

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.