Asahi Group Employee’s Insights on Crafting a Responsible Drinking Culture for a Better Future

The practice of consuming alcohol is steeped in history, tracing its origins to approximately 4,000 BC, during the era of the world's ancient civilizations. Even after thousands of years, alcohol still serves as a source of joy and enrichment in people's lives, acting as a common facilitator of enjoyable moments and social interactions. However, it's crucial to acknowledge that inappropriate drinking habits can result in a multitude of alcohol-related issues, affecting individuals, families, and the broader society.

In order to mitigate these issues, Asahi Group has prioritized responsible drinking and is actively promoting initiatives to reduce inappropriate drinking while introducing new, responsible ways to enjoy alcohol.

In the first section of this piece, we shed light on Asahi Group's strides towards fostering a culture of responsible drinking. The second part of the article features an interview* with our employee spearheading these efforts, offering an insightful look into the facets of responsible drinking and the vision for the future of alcohol beverage culture that Asahi Group aspires to cultivate through proper drinking habits.
*This interview was conducted in 2023.

In 2019, Asahi Group set forth the Asahi Group Responsible Drinking Principles. To advance these principles, the company introduced the global slogan “Responsible Drinking Ambassador”in 2020. The inclusion of the word “Ambassador” in the slogan represents the Group’s resolve to influence the behavior of every employee involved in the alcohol beverage business.

The Group creates videos and communication tools, and provides training to raise employee awareness about their role as an ambassador and to encourage learning.

The Group is also a member of the International Alliance for Responsible Drinking (IARD), a worldwide non-profit organization. IARD actively promotes responsible drinking initiatives and partners with leading global alcohol beverage manufacturers to maintain industry stability and health. A significant part of IARD's work involves encouraging responsible marketing to prevent underage drinking. In line with this, the Group is committed to abiding by the Digital Guiding Principles, a set of global standards established by IARD to protect minors from exposure to online alcohol advertisements. While all IARD members are working towards compliance with these principles, the Asahi Group has outlined a timeline, aiming to achieve full compliance by 2024.

Seiya Tanaka, who works in the Sustainability Department at Asahi Group Holdings, takes charge of“responsible drinking” as a key issue. His responsibilities include overseeing global meetings, implementing strategies and policies resolved at meetings, and working on a project aimed at increasing the understanding of intricate alcohol-related issues and providing a comprehensive perspective.

We reached out to Mr. Tanaka to get his managerial perspective on appropriate alcohol consumption as well as to understand the significance of Asahi Group’s advocacy for responsible drinking.

Tanaka:
Part of my responsibility towards responsible drinking includes participating in a project aimed at visualizing the complexities of alcohol-related issues that lead to inappropriate drinking habits.

To gain a deeper understanding of these complex structures, we are conducting interviews with a wide range of stakeholders. These include students, educational institutions, restaurants, medical facilities, as well as individuals and families grappling with alcohol-related challenges.

The insights we gather from these interviews will be instrumental in the development and implementation of initiatives that aim to address specific alcohol-related issues together with the stakeholders.

Furthermore, we intend to conduct workshops that will help visualize the complexities of alcohol-related issues. These workshops will provide a platform for stakeholders to collectively understand these issues better and brainstorm potential solutions.

Tanaka:
I have opportunities to drink with people of a broad range of ages, and I get the impression that more and more people are drinking at their own pace and within their own limits.

On a personal note, I ensure that I drink in line with my physical state and the plans I have for the following day. For instance, I often intersperse my alcohol beverages with non-alcohol drinks.

I've noticed that many people now opt solely for non-alcohol beverages. While there are still plenty who enjoy alcohol, it's common to see them reminding each other against excessive drinking. This shift has created a more inclusive environment, where both drinkers and non-drinkers can enjoy social occasions together.

Tanaka:
In my earlier days, both as a student and a fresh employee, I used to admire the ability to consume large amounts of alcohol.

However, I've come to realize that everyone has a different tolerance for alcohol and a pace at which they feel comfortable drinking. It seems to me that more and more people are respecting each other's drinking preferences and pace, regardless of their alcohol tolerance, and are still able to enjoy each other's company.

Tanaka:
I think the most important thing is to know your limits and control the pace and volume of your drinking. In recent years, the numbers of non-alcohol and low-alcohol products are on the rise, and even those who enjoy alcohol have a broader range of choices. They can occasionally opt for a non-alcohol drink or one with lower alcohol content, adding variety to their drinking experience.

Tanaka:
Inappropriate drinking and the resultant alcohol-related problems can be, to some extent, prevented or mitigated through proper education and cultivating a healthier attitude towards alcohol beverages.

Beyond raising awareness, we are committed to promoting responsible drinking and reducing alcohol-related problems through our business operations. This includes introducing non-alcohol and low-alcohol products, which, as an alcohol beverage manufacturer, we are uniquely positioned to develop. I believe this highlights the importance of the Group's active promotion.

I also feel that our role is to create an environment in which people can enjoy at their own pace, by increasing the number of products available to consumers.

Tanaka:
Surely, everyone wants to be able to drink whatever they like at their own pace.

While I’m sure that it varies by time period, country, and culture, some people may have experienced the unspoken pressure to “drink as much as everyone else.” In essence, enjoying alcohol boils down to personal freedom, and everyone’s uniqueness should be respected. This includes honoring the choice of those who opt not to drink.

I believe that creating an environment in which everyone is able to drink at their own individual pace and according to their preferences will lead to even greater enjoyment. In my view, the foundation of a truly enjoyable life lies in each person's ability to freely make their own choices.

Tanaka:
Alcohol-related problems are characterized by a complex interplay of various factors, such as an individual’s traits, society, culture, and values. They are not easy to overcome. However, I believe that if people build relationships in which they can safely enjoy alcohol beverages, with the products and business activities that we, the members of Asahi Group, provide playing a part, we will be able to create a society where everyone can enjoy life in their own way.

The tradition of toasting helps build relationships between people, and makes each person’s life more enriched and enjoyable. That is the future we are aiming for.

Profile: Seiya Tanaka
Joined Asahi Breweries in 2017. Assigned to the Nagano Branch Office and placed in charge of on-premise sales in the Minami-Shinshu region. Transferred to the Asahi Group Holdings Sustainability Division in 2021. Currently in charge of “responsible drinking” as a key issue, with duties including the promotion of the Group’s strategies and initiative policies, and collaboration with various regional headquarters. (As of 2023)

For more information on Asahi Group’s promotion of responsible drinking, please see the following webpage.
Responsible Drinking