Sip Smart : Embrace Responsible Drinking with Asahi's Non- & Low-Alcohol Beverages

At Asahi Group, responsibility goes hand in hand with innovation. As part of our commitment to fostering a culture of alcohol moderation, we’re expanding our non- and low-alcohol beverage lineup to offer more choices for moderate drinking.
To explore Asahi’s approach to responsible consumption, we spoke with Takeshi and Hanna, key figures driving this initiative. They share insights on why moderation matters, the latest product innovations, and how Asahi is shaping the future of responsible drinking.

Takeshi : Alcohol has long been a part of human culture, enhancing celebrations and social moments. As a leading global multi-beverage company, we take pride in our role but also recognize that excessive consumption can cause harm. That’s why Asahi Group is committed to promoting moderation and reducing the harmful use of alcohol

Hanna: One of our key targets is to ensure that 20% of our sales by 2030 come from non- and low-alcohol beverages.
We consider moderation as one of the important tools as an alcohol company to tackle inappropriate drinking. We believe that providing various types of non- and low- alcohol beverages would allow more consumers to choose moderation in alcohol consumption and reduce their pure alcohol intake.

Takeshi : For example, if a person usually drinks two cans (350ml) of beer with 5% ABV (alcohol by volume), their pure alcohol intake is 28g, but if they replace one can with non-alcohol beer, their pure alcohol intake falls to 14g. This switch can make a significant impact for consistent and occasional drinkers. Our goal is to encourage more people to start choosing some non- and low alcohol beverages not as a compromise, but as a preferred option that aligns with their lifestyle and wellbeing.

Hanna : The demand for non- and low-alcohol beverages is growing – not just among those who avoid alcohol altogether, but also among adult consumers looking for variety in different occasions. To support this shift, we’re committed to expanding our product range and creating new drinking opportunities to cater to diverse needs.

Hanna : We’ve introduced several exciting products worldwide:
- Japan : In addition to the most selling non-alcohol beer-tasting beverages in Japan, Asahi Dry Zero, we launched Asahi ZERO, a non-alcohol beer with an authentic beer-like taste using a unique alcohol removal technique. Together with other options, these two products have been leading the growth of non-alcohol beer-like beverages in Japan.

- Europe & International : Asahi Super Dry 0.0%, Peroni Nastro Azzurro 0.0%, Kozel 0.0%, and Grolsch 0.0% – all offering the signature taste of their full-strength counterparts. This gives our consumers the flexibility to enjoy their favorite beer brands while choosing moderation.

- Australia : Great Northern Zero, Carlton Zero, Great Northern Super Crisp (abv 3.5%) and Carlton Dry 3.5% cater to growing consumer demand for moderation. Carlton Dry 3.5% was selected by consumers as the Fan Favourite Contemporary Beer of the Australian Drinks Award 2024.

Takeshi : We’re not just creating new beverages—we’re reshaping drinking culture. Our partnerships, such as Peroni Nastro Azzurro 0.0%’s collaboration with Ferrari, reinforce the idea that responsible drinking can be stylish, sophisticated, and aspirational.

Hanna : I personally love the Sumadori (Smart Drinking) bar in Shibuya, Japan – an inclusive space where both drinkers and non-drinkers can enjoy time together. Since opening in 2022, it has offered over 100 menu options, including craft beverages with 0%, 0.5%, and 3% alcohol. This allows customers to choose drinks that match their personal preferences. It also serves as a hub for product development, consumer insights, and Smart Drinking initiatives in Japan. By creating environments that celebrate choice, we’re fostering a culture of respect and moderation.

Takeshi : We’ll continue expanding our portfolio and reaching new markets. Consumer demand for moderation is growing, and we are committed to leading the way by offering innovative, great-tasting alternatives.

With a strong commitment to responsible drinking, Asahi Group is shaping the future of the beverage industry. Whether through strict marketing guidelines or an expanding product lineup with no or low alcohol content, Asahi Group is ensuring that consumers have more choices to enjoy alcohol on their own terms. Cheers to that!