“Smart Drinking” Initiative Awarded by Japan’s Consumer Affairs Agency as Consumer-Oriented Management
(Tokyo, Japan - February 19, 2026) – Asahi Group Holdings, Ltd. has been honored with the Commissioner’s Award in the FY2025 Award for Good Practices of Consumer-Oriented Management, organized by the Consumer Affairs Agency of Japan. This award recognizes businesses that demonstrate outstanding initiatives in consumer-oriented management*, which aims to enhance social value through co-creation and collaboration with consumers.
* https://www.caa.go.jp/en/policy/consumer_research/pdf/consumer-oriented.pdf
Asahi Group has been promoting “Smart Drinking,” an initiative launched by Asahi Breweries, Ltd., which operates the Group’s alcohol beverages business in Japan. “Smart Drinking” aims to create a society in which people can enjoy drinking occasions regardless of their drinking preferences and encourages responsible consumption. Asahi Breweries has been advancing this initiative by various measures, including proactively investing in technological innovation to make non- and low- alcohol adult beverages more appealing to consumers, and discontinuing the launch of new RTD beverages with high alcohol by volume (ABV). These actions were highly recognized in the selection process.
The Asahi Group has been working to enhance corporate value through co-creation with various stakeholders including consumers. The Group will continue to advance its consumer-oriented management and strive to realize the vision set forth in the Asahi Group Philosophy: “Deliver on our great taste promise and bring more fun to life.”
