Asahi Group overtook Kirin in 2001 to recapture the title of Japan's leading brewer for the first time in almost 50 years. It has more or less maintained that lead since then, although the two companies remain fiercely competitive, especially in the increasingly dominant "beer-alike" sectors. The company's flagship brand is Asahi Super Dry, the #1 beer in Japan 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 over the next two decades was dramatic. Yet the domestic 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 account for almost half the beer market. As a result, Asahi began restructuring in 2002 to develop a broader portfolio that includes wines, spirits and flavoured alcoholic beverages. It has also expanded its international footprint through acquisition, building a strong presence in China and Australia, and more recently Europe, where it snapped up SABMiller's Peroni and Grolsch beers in 2017.
Who are the competitors of Asahi Group? See Wine Beer & Spirits Sector for other companies
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Asahi Breweries website
|Asahi Super Dry||Nikka Whisky Distilling|
|Asahi Soft Drinks||Schweppes Australia|
|Asahi Beer USA||Asahi Beer UK|
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Adbrands Daily Update 25th Jan 2019: Asahi strengthened its portfolio of European beer assets with a surprise deal to acquire the drinks business of London-based Fuller, Smith & Turner for £250m. Fuller's was one of the UK's last remaining sizeable independent breweries. Flagship of the business is London Pride ale, supported by Fuller's, Frontier lager and others, all produced in West London. Also included in the purchase are Fuller's Cornish Orchard cider, wine wholesaler Nectar Imports and a small soft drinks division. Fuller's will instead focus its attentions instead on its pubs and hotels business.
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Adbrands Weekly Update 15th Dec 2016: Asahi Breweries of Japan is doubling down on Europe, having agreed a new deal to acquire SABMiller's remaining brands in the region for €7.3bn. It has already acquired SABMiller's Grolsch and Peroni; the new acquisition covers a collection of Central & Eastern European beers including Urquell from the Czech Republic, Hungary's Dreher and Poland's Tyskie and Lech. SABMiller's new owner AB InBev had agreed to sell the brands to appease regulatory concerns. However, the price tag paid by Asahi is significantly higher than anticipated because of stiff competition from rival private equity bidders. Following completion, the Japanese company will become Europe's third largest brewer after AB InBev and Heineken.
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