He has cast a giant in his beer industry

The origins of what is today Asashi Group They date back to Japan at the end of the nineteenth century, but much of their future passes through the West and more specifically through Europe. And it has enough logic. The brewing group is no stranger to the serious demographic crisis that its country is going through, which translates into a local local market and the need to look beyond bars and Izayaka Japanese. Now, after years of bet and expansion, the brewer invoice thousands of millions of dollars in the old continent, its largest market after Japan, with More than 25% of its sales.

In her own way, the Japanese birth crisis has led Asashi to become an outstanding figure in the beer sector European, in which it is not easy to open hollow.

A silent advance. The news gave it A few days ago Fortune Taking the balances of the Japanese company itself: silently and without generating noise, Asashi has become one of the big names of the European beer industry. And that has merit. First because the origins of what today is the holding Asashi Group They are quite far, in Japan. Second, because although he had already harvested success in his country it is not easy to open a hole in the European market.

What do the figures say? The accounts Asashi Group shows that in 2024 it registered total income in Europe of 5.4 billion of dollars, almost 27% of the total. These figures place the continent as their second billing market, only behind the Japanese already distance from Oceania or Southeast Asia.

The volume of income in Europe also grew by 13% while in Japan it barely varied. The forecasts for 2025 It shows that, although a decrease can be registered, the weight of the European market will continue to be key in its accounting.

Expanding borders. Those figures are not the result of chance. And it is not explained only by the expansion of its Premium Asashi Super Dry beer, increasingly present in the pubs of Europe. Over the last years the holding company has been expanding with new acquisitions until consolidating in the continent.

The Japanese company incorporates other recognized brands For European clients: Peroni Nastro Azzuro, Kozel, Pilsner Urqell and Grolsch. In its catalog also includes Great Northern, Victoria Bitter, Carltron Draught, Tyskie, Ursus, Radegast, Fuller’s London Pride and Asashi Nama, in addition to without alcohol, soft drinks and other drinks, such as the Nikka whiskeyfounded 90 years ago.

Pulling a carrier. It arrives with a quick search in the newspaper library to follow the track of that commercial expansion. In 2016 it reached A first agreement With the Belgian origin AB Inbev origin to get three of its best -known brands, Peroni, Grolsch and Meantine, for 2,550 million euros.

Some time later, in 2019, Fuller, Smith & Turner accepted another millionaire offer, of almost 300 million of euros, which allowed the Japanese group to be among others with its flagship brand, London Pride. To those operations others are added Centered in Australia, New Zealand or China. In March and despite the tariff war, The Wall Street Journal revealed that the group wants to consolidate its presence in the US with Asashi Super Dry. For that purpose acquired A plant in Wisconsin.

They are business … and demography. Some time ago Atsushi Katsuki, general director of Asashi, acknowledged Fortune That the bet of the Japanese company for the Complex Market of Europe was not accidental. And partly it is explained by the population crisis that drags For decades Japan. With birth in historical minimumsdeaths in record values ​​and a population increasingly agedmathematics does not make it easy for companies like Asashi.

Yes in the 90s almost 70% Of its population was between 15 and 64 years old, in 2023 that percentage did not reach 59%. For a company like Asashi the implications of that evolution are evident. “If we observe the Japanese beer market, since 1995 it has contracted at a 1-2% annual rate. And we believe that it is likely to continue,” Katsuki comments. Europe also faces His own challengesbut with that backdrop his alcohol market It has aroused interest.

Opportunities … and challenges. Of course, the market presents its own challenges. Asashi herself Point out that its goal is to continue betting on premium drinks and alcohol beer, a business segment on the rise and to which the Japanese firm wants to give greater weight in its results account. Its objective is that in 2030 the without alcohol or low graduation suppose 20% of their global sales, several points above the current data or from which they handle in Japan.

Another challenge for Asashi is to compete with great weight and rooted rivals in Europe, such as AB Inbev or Danish Carlsberg, which move Milmillionaire Business Figures. That without counting the challenges that the holding of Japanese roots has been found throughout its international expansion, such as the effect of the Ukraine War on the supply of grain, inflation or Commercial War.

Images | Norimutsu Nogami (Flickr)

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