Promoting Responsible Drinking


Throughout the long history of humankind, alcohol has not only brought delight and pleasure into daily life, but has also played an important role in celebrations and commemorative moments. We take great pride in our role in the production and sales of alcoholic beverages.

At the same time, we are well aware that inappropriate drinking habits can lead to a range of problems for individuals, their families, and society at large. Accordingly, under the Basic Policy on Drinking to Follow as a Corporate Group Dealing in Alcoholic Beverages, we will address problems associated with inappropriate drinking habits and promote moderate, responsible drinking so that many people can share in the joys and pleasures of alcoholic beverages. We will take these and other actions as a company that is trusted by society.

The Asahi Group Responsible Drinking Principles

The Asahi Group pursues the excellence in quality and delivers consistently on our great taste promise.

We are proud that, through our alcohol beverages and other products, we are able to offer a feeling of enjoyment and celebration to everyday life. We are also firmly committed to encouraging the sensible drinking of our alcohol beverages, because we understand that inappropriate consumption can create a variety of concerns for individuals, families and society.

Through the production and sale of alcohol beverages, we are proud to play a part in creating a richer lifestyle for people around the world. We will continue to address the challenge of reducing inappropriate consumption and the sound development of the alcohol beverage culture through the following:

  1. We shall be aware of our responsibilities as employees of a corporate group that manufactures and sells alcohol beverages As a member of a corporate group that manufactures and sells alcohol beverages, all employees will recognize that we have responsibilities, and act accordingly.
  2. We will work to prevent and reduce alcohol-related issues such as drink driving, under-aged drinking (less than 20 years of age), drinking during pregnancy and breastfeeding, and binge drinking.
  3. We will comply with relevant regulations, industry standards and internal policies of Asahi Group Companies in our product development, advertising and sales activities.
  4. We will fulfil our responsibilities as manufacturers and marketers of alcohol beverages. We will disclose appropriate information to external parties, we will provide advice and messaging to consumers regarding responsible alcohol consumption and we will work to disseminate correct knowledge.
  5. We will work in conjunction with a variety of stakeholders in order to reduce inappropriate alcohol consumption.
  6. We will work to develop innovative products which contribute to the sound development of the alcohol beverage culture without sacrificing flavour by mobilising the knowledge and technology of the Asahi Group, while utilising the gifts from nature.

Through the implementation of the above, we will be able to bring new and innovative alcohol beverages to our consumers and customers, and also create a rejuvenating/balanced relationship between people and alcohol beverages, aiming for longstanding wellbeing and prosperous societies in conjunction with sustained growth and enhanced corporate value.

We support the “Global Strategy to Reduce the Harmful Use of Alcohol” adopted by the World Health Organization (WHO).

If Asahi Group Companies develop and implement additional detailed policies and guidelines in order to conduct business activities in line with the laws and customs of the countries and regions where we do business or to proactively develop responses to unique issues, subsequent policies and guidelines should not contradict these principles.

[Supplementary Provisions]
  1. These Principles shall come into effect as of January 1, 2019.

January 1, 2019 Instituted

Management System

There is a broad range of issues caused by inappropriate drinking habits. Accordingly, we do not have these problems handled solely by a specific internal organization. Instead, we have established a system under which we make group-wide efforts to tackle alcohol-related problems by assigning a role to each internal organization of the Asahi Group. We are thoroughly implementing actions to give the highest priority to compliance in all aspects of our business activities.


  • Execute the Global Industry Commitment (IARD Producers' commitments)
  • Promote efforts to reduce harmful drinking
  • Expand the non- and low-alcohol portfolio

Main Results for FY2017

  • Conducting lectures for people who recently entered the workforce on proper drinking habits
  • Distributed educational tool for elementary students to prevent under-aged drinking (less than 20 years of age) entitled “What would you do? What could happen?—Learn about alcoholic beverages” (72,264 pcs.)
  • Promoted and presented results of medical research on the relationship between alcohol and health
  • Conducted alcohol e-learning for all employees (Asahi Breweries)

Going Forward

The Asahi Group will continue carrying out educational activities so that employees at all business sites can acquire accurate knowledge and information concerning alcohol and health, as well as expanding initiatives for educational activities for communities.

Related Information