OUR STORIES
A Sustainable Future for Hop Farming
At Asahi, sustainability sits at the heart of our management. It guides how we think, how we act, and how we set goals across our entire value chain. From raw materials to the finished product, every connection matters—and among those connections, our suppliers play a particularly vital role.
Hops are one of the key ingredients that define the quality and character of our beverages. Ensuring they are grown sustainably is a shared responsibility—one that requires collaboration, innovation, and long term commitment. This is why Asahi is working to strengthen partnerships with hop growers around the world.
In September last year, Asahi Global Procurement (AGPRO)—the group’s strategic procurement function—brought together hop growers, scientists, and brewers from across three continents. The gatherings took place in two of the world’s most renowned hop growing regions: Žatec in the Czech Republic and Hallertau in Germany.
Across the two events, 86 participants—including 42 hop growers—came together to exchange ideas, experiences, and practical solutions. Discussions covered key topics such as soil health, regenerative farming, plant protection, pest management, and decarbonization in hop drying processes. The atmosphere was open and collaborative, sparking new connections and fresh approaches that will help shape a more sustainable future for hops.
Growers are essential partners in delivering the quality, consistency, and sustainability that Asahi’s brands are known for. By connecting like minded growers across regions and supporting the adoption of regenerative agriculture, Asahi aims to contribute to restoring soil health, conserving water, reducing greenhouse gas emissions, and securing long term yields and quality.
This approach strengthens our role as a trusted partner to growers while reinforcing our commitment as a global sustainability leader—helping ensure that the hops at the heart of our brands are grown in a way that respects both people and the planet.
- Strong engagement: Over 90% of participants rated the events positively, with more than 70% reporting that they learned something new.
- Practical solutions shared: Ready to use innovations included trial plots in the Czech Republic and the use of predatory mites to control spider mites.
- Industry recognition: HVG Germany recognized Asahi as a “global sustainability leader,” and Yakima Chief Hops invited Asahi to present at the 2026 Global Hop Growers Convention.
- In Germany, a strong next generation of growers is actively embracing regenerative practices, bringing new energy and innovation to hop farming.
- In the Czech Republic, growers are keen to develop and test new methods, as water scarcity remains a key challenge.
- Across regions, biodiversity, soil health, and data driven decision making emerged as critical priorities—clearly linking sustainable practices with consistent yields and long term resilience.
These initiatives are part of Asahi Group’s Sustainable Agriculture Framework, designed to reduce environmental and human rights impacts across our agricultural raw material value chains. The framework enhances procurement resilience while safeguarding both our business and the planet for the future.
It is built on three core pillars:
Human rights and climate mitigation efforts are driven through dedicated due diligence and decarbonization workstreams. To strengthen farm and farmer resilience, we collaborate directly with growers and partners to implement sustainable agricultural practices that reduce environmental impact, improve soil health, enhance water efficiency, and support adaptation to climate change—helping secure long term livelihoods.
- Global Grower Community – Connecting growers worldwide to share knowledge, energy efficient practices, and a sense of shared responsibility
- Partnerships – Working with universities, research institutions, policymakers, and NGOs to promote mutual learning
- Access to Finance – Supporting growers so they can invest in the tools and practices needed for sustainable agriculture
- Technology and Innovation – Leveraging data and innovation to improve farming efficiency and decision making