ASAHI BREWERIES | ABOUT ASAHI | Japan Domestic Alcoholic Beverages Businesses

Alcoholic Beverages is the core business of the Asahi Breweries Group. Through extensive customer-oriented marketing, we tackle the challenge of creating demand by improving the value of existing brands and proposing new value.

* Some of the products shown on this websites are sold only in Japan.

Our focus is to further cultivate our mainstay Asahi Super Dry brand. In addition to ongoing campaigns to improve the quality of draft beer in restaurants and the freshness of products in stores, we will enact a variety of sales promotion measures throughout the year in the home-consumption market. With these continued advertising and sales floor programs, we hope to share knowledge of the delicious flavor and beverage value of Asahi Super Dry with the public. Furthermore, we plan to extend nationwide social contribution activities promoted previously only in certain regions of Japan through sales of Asahi Super Dry. Environmental protection and contribution to communities are key themes for these programs. By working with customers to contribute socially through our products, we are proposing to customers a new value for Asahi Super Dry as a beverage.

We are working to reinvigorate the happoshu market by further cultivating our Style Free brand, and proposing to customers Asahi Cool Draft, which launched on March 17, 2009. Our goal with Style Free is to share with more customers its appeal and distinctive value as a delicious happoshu with “zero sugar content.”* Meanwhile, Cool Draft combines Asahi Breweries’ various technologies to propose the new, crisp taste that customers in the happoshu market are looking for.

For Clear Asahi, which has grown into a leading industry brand, we are continuing efforts to nurture. As customer demand shifts to new genre beverages that use malt as a key ingredient, we remain committed to taking the lead in invigorating the new genre beverages market. To this end, we will offer customers Asahi Off as a high-value low-carb, low-purine beverage.

Along with reinforcing sales promotions for our Kanoka brand of Ko- and Otsu-type shochu blends, we will reinforce our quality assurance system for potato shochu and strive to revitalize our brands.

Along with bolstering existing brands, we will work to develop a brand around Slat, a new product designed specifically for customer needs with the lowest calorie count of any product in its class in the industry. By presenting a lineup of highly original products, we will provide customers with the enjoyment of choosing from a variety RTD beverages. Asahi Cocktail Partner, Asahi Shunka-Shibori, Asahi Slat, Asahi Tomate,

This year, we will again prioritize measures to enhance the presence of Black Nikka Clear Blend as a key Japanese whisky brand. We will also heighten effort to spread greater information on our Yoichi brand, which has won enormous praise overseas, and single malt whisky, in a bid to stimulate demand.
*http://www.nikka.com/eng/distilleries/index.html

In domestic wines, we intend to strengthen the popular Sainte Neige Wine brand, an antioxidant-free wine made from organically grown grapes, while pushing forward in imported wines with proposing a product lineup comprising established brands from across the world.

Asahi Breweries takes advantage of the largest sales system in the alcoholic beverage industry to respond quickly to diverse markets. Knowledge management uses information such as sales data, market trends, and customer comments that is collected in a Tamatebako database and Quality Calls system to support action plan marketing.

Asahi Field Marketing, Ltd. uses a new system to deal with the volume sales market, a market that is expected to continue to grow in the future. Full House Co, Ltd. provides support to restaurants and bars to energize business, develop new business models, and renovate shops. The dedicated staff at Asahi Draft Beer Service provides detailed support so that draft beer can be enjoyed at its freshest. The service provides instruction on how to clean beer dispensers and advice on how to maintain freshness and quality.

Asahi Breweries wants to deliver the freshly brewed taste of its products to customers as quickly as possible. To achieve that, the entire distribution process was re-examined, from the purchase of raw materials to the production and distribution of finished products, and a supply chain management system (SCM) was built. Ensuring a high level of freshness requires a continuous effort.