Launch of Refreshed Asahi Group Philosophy
(Tokyo, Japan – June 15, 2026) – Today, Asahi Group Holdings, Ltd. is pleased to announce the refreshed Asahi Group Philosophy (AGP), which serves as a common foundation guiding the Group’s businesses worldwide, including Japan. By strengthening coherence across businesses and regions, the refreshed AGP supports sustainable growth, long‑term value creation beyond the sum of individual businesses, and resilience in an increasingly complex and uncertain environment.
Our reason for being and the positive role we seek to play for people and the planet.
- Vision – What we want to become
A clear articulation of Asahi Group’s mid- to long term ambition and what we aspire to be.
- Values – How we act and decide
The shared beliefs and behaviors that guide our decisions, culture, and ways of working.
Since the introduction of the previous AGP in 2019, the external environment has changed significantly, shaped by the global pandemic, heightened environmental challenges, geopolitical uncertainty, and rapid advances in AI and digitalization. During this period, Asahi Group has also evolved, advancing its corporate governance and Regional Headquarters structure as it continues to globalize and diversify.
Recognizing these changes, Asahi Group refreshed the AGP through a Group‑wide co‑creation initiative involving employees across regions and organizational levels, resulting in a clearer articulation of the Group’s purpose, vision, and distinctive strengths, along with a shared compass to drive mid- to long-term corporate value.
The AGP will serve as the Group’s overarching guiding philosophy for how we lead and operate our businesses. Embedded across the Group’s policies, it will strengthen alignment across all operating companies and enable Asahi Group to move forward as One Group toward sustained growth and long term corporate value creation.
“For centuries, Asahi Group has been in the business of connection, bringing people together through our great tasting brands. As the world continues to change, we are embracing this role with even greater conviction. Coming together under a shared philosophy, we aim to create moments of belonging—moments where people can live life fully, with our brands naturally part of their everyday lives around the world.
The refreshed AGP also clarifies our commitment to creating positive impact through our business. As we enter the next chapter of our history, this philosophy will guide us in helping to make the world shine each day—true to the meaning of the morning sun in our name. I believe we can achieve this together with our colleagues.”