Asahi Group (Japan)

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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.

Selected Asahi Group advertising

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 Honnama Lowenbrau
Asahi Soft Drinks Schweppes Australia


Asahi Beer USA Asahi Beer UK

Recent stories from Adbrands Weekly Update:

Adbrands Social Media 5th Mar 2019: "Schweppervescence". Ads for Schweppes don't come along very often but - in Australia at least - when they do, they tend to be technically astonishing. TBWA now manages the world-famous mixer Down Under, where it is owned by Asahi Breweries. This new campaign follows in the footsteps of a series of justly famous ads created in the 2000s by what was then GPY&R. It sort of lacks those spots' more visible human element, but makes up for that in digital wizardry.

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.

Adbrands Weekly Update 15th Nov 2018: Ads Of The Week: "Enter Asahi". Trust Australia's finest, The Monkeys, to shake up the beer market. For Asahi Super Dry, that Accenture-owned creative hothouse has concocted a spellbinding mash-up of cool Japanese cultural references - cool being the operative word; nothing kawaii here - to remind us of the splendours of that country's top-selling brew. Australia once produced some of the world's finest beer advertising before running foul of regulatory concerns about condoning alcohol. Could this be the beginning of a re-birth? As they say at the end of every Japanese beer ad following a great big gulp: "Kkkaaahhhhhh!"

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.

Adbrands Weekly Update 9th Jun 2016: Asahi Breweries is considering a further incursion into Europe. It is already preparing to take its first steps into the region with the agreed £2m acquisition of SABMiller's Peroni and Grolsch beers. According to media reports, it is also considering a £5bn bid for the Anglo-South African group's significantly larger operations in Central & Eastern Europe, including Pilsner Urquell and Dreher. Both sales are required by European regulators as a condition of SABMiller's acquisition by AB InBev.

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