Asahi Breweries (Japan)

Asahi Breweries overtook Kirin in 2001 to recapture the title of Japan's leading brewer for the first time in almost 50 years. It has maintained that lead with a share of more than 50% of the country's traditional beer market by 2008, although Kirin claimed to have regained an overall lead in the broader brewed beverage sector in 2009. The company's flagship brand is Asahi Super Dry, the country's #1 beer by a considerable margin and one of the world's biggest by volume. The launch of that brand in 1985 saved Asahi from near-collapse, and its growth since then has been dramatic. Yet the Japanese beer market has changed beyond recognition as a result of the introduction in the 1990s of low-priced beverages which resemble beer but contain low or no malt. These happoshu and so-called "new genre" drinks now outsell traditional beers. As a result, Asahi began restructuring in 2002 to develop a broader portfolio that includes wines, spirits and flavoured alcoholic beverages.

Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Competitors: see Wine Beer & Spirits Sector for other companies

The Adbrands Company Profile of Asahi Breweries summarises the company's history and current operations. Subscribers may access the following website links:

Asahi Breweries website

Asahi Super Dry	Nikka Whisky Distilling
Asahi Honnama	Lowenbrau
Asahi Soft Drinks	Asahi Food & Healthcare

Asahi Beer USA Asahi Beer UK

Click HERE to subscribe to Adbrands.net and access the profile and website links