Asahi Group Advances Global Rollout of Ready-to-Drink Brand Asahi ZEITAKU SHIBORI
(Tokyo, Japan - August 25, 2025)—Asahi Group Holdings, Ltd. announces the start of the global rollout of its ready-to-drink (RTD) alcohol brand, Asahi ZEITAKU SHIBORI, currently available only in Japan. Beginning this August, the product will be launched in New Zealand through Asahi Beverages Pty. Ltd., the company’s Asia Pacific regional headquarters and a leading beverage company in the region.
In New Zealand, it will be sold under the name Asahi ZEITAKU SHIBORI. This combines the Japanese words “Zeitaku ” (premium) and “Shibori ” (squeeze), reflecting the beverage’s indulgent and fruity character. The product has been tailored to local preferences and will be available in two flavors: peach and mango. It will be manufactured at an Asahi Beverages’ facility in Australia.
The launch in New Zealand is strategically aligned with evolving consumer preferences. The global RTD market is expanding, driven by increasingly diverse consumer tastes. In New Zealand, vodka-based RTDs are particularly popular, with total sales of light versions — led by vodka-based varieties — growing 4.9% year-on-year in the twelve months leading up to June 2025 *.
Interest in Japanese culture and products among New Zealanders is also growing, with a record number of New Zealand tourists visiting Japan in 2024 according to data from the Japan National Tourism Organization. By launching a popular Japanese drink brand in New Zealand, Asahi Group aims to deliver new value to local consumers and help ensure the continued growth of the RTD market in the region.
The launch also aligns with Asahi Group’s strategic focus on Beer Adjacent Categories (BAC). Leveraging its long-standing expertise in both alcohol and non-alcohol beverages, it has positioned BAC—including RTDs, non-alcohol adult beverages, and adult soft drinks—as one of its key growth pillars. As a result of proactive product development and regional market expansion, BAC sales volume across the Asahi Group grew by 13% year-on-year in 2024.
Asahi ZEITAKU SHIBORI has been sold in Japan since 2018 as a flagship RTD brand by Asahi Breweries, Ltd. It has earned strong consumer approval for its intensely fruity flavor and the indulgent experience of a rich, juicy beverage. In 2024, the brand achieved its highest-ever sales volume, and its strong performance has continued into the first half of 2025, with sales volume reaching 110% of the same period in the previous year.