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.

The impact of the gatherings was tangible and encouraging:

The discussions also highlighted valuable regional insights and shared priorities:

Together with our partners and growers, we are working to ensure that the hops behind Asahi’s brands are grown sustainably for generations to come.

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:

These efforts are enabled through four strategic enablers:

The grower events highlighted here are tangible examples of this framework in action—showing that our strategy goes beyond plans on paper to create real impact on the ground.

The success of these events highlights the power of collaboration, knowledge sharing, and innovation. Building on this momentum, supplier meetings will continue in 2026—strengthening partnerships, accelerating sustainable raw material sourcing, and helping make the world shine.