How do the crisis of the Japanese population silently made by Asahi Europe’s largest beer producers

Asahi, many international beer brands and managed to dream of gaining very popular local brands.

Ten years ago, the legendary Japanese brand ASAI, when trying to enter the European beer market, it turned into a benchmark to an enemy that is not ineffective: Premium Italian brand Permo Azzurro.

Soon, peroni sales, Asahi tied the brand in 2016, he said he would be a more important criterion for Beymaker.

Asahi Super Dry, Asian restaurants and growing premium bars in Europe, thanks to the main hitter in the last ten years, the continent has silently prepared a greater waves in the region.

Last year, only $ 5.4 billion in Europe, 2023 has received 13% and $ 697 million in earnings. Europe is now the largest market outside Japan, which accounts for 27% of Sale in 1924.

Japan’s population crisis

Asahi’s entry into the European market was not accidental, and a CEO Atsushi Katsuki said that Japan has a very difficult to do with the old elderly old population.

Japanese employee-old population has faced a cruel decline in the last 30 years, with the number of 15-64 years fall In 2023, in 1994, the summit of 87.1 million people in 1972 to 72.8 million.

“If you look at the beer market since 1995, we sign a 1-2% rate of 1-2% per year, and we think it will continue,” Katsuki said Fortune On the visit of London.

In many ways, Japan serves as a Harbinger for the Western world, which faces its demographic crisis with a demographic crisis after starting affecting Japan. Meanwhile, Asahi prepares grass for the sun as soon as the sun shines in the European beer market.

As ASAHI, local successful, but the problem of Europe’s income, but the brand-faithful beer sector was significantly.

Japanese belliarists created local innovations to mix local residents to their barrels. Asahi’s local opponent Hirin Ichiban has applied frozen beer to Japanese drinkers, which gave the beer of frosted beer, and helps protect sub-zero temperatures while drinking. Asahi, experimented with its own zero beer in the country.

“If you have a combined global marketing strategy, it explains why these innovations did not do to Europe, as Katsuki explained, Katsuki explained.

Instead of winning the Europeans with Japanese updates, Asahi is a different approach, ie, ’em, if you cannot join’.

Asahi, in 2016 received a multi-billion-dollar deal in $ 1 billion dollars from AB Inbev and Dutch Lager Grolsch. The group received beer assets from British Brewer Fuller, Smith & Turner in 2019.

In recent years, there was a strong change in the alcohol market in the market, and the beer is not different. Buying Peroni The reward seemed to be the next step in the evolution.

Indeed, as part of a strategy to increase the global sales of Asahi Super land, Asahi used the Italian beer brand before the sale in London as a benchmark.

In addition, Asahi super dry and peroni nastro, the same type of consumer, two premium lageri, two premium lageri, customers drinking an international air when drinking a drink.

“It is true that the value offer is like two stamps, this idea is stylish, high-level, reward and refreshing this opinion.”

Katsuki said Peroni said that he was based on the Japanese connections of “Italy” and Asahi, when drinkers get beer, he won strategies that want to practice when they live.

There are other benefits to work in Europe, Katsuki says, including profitability growth management strategies and a popular brand.

Asahi is now in Poland, Czech Republic, Romania and Hungary, Katsuki says that the group in the UK’s super-premium category is “one of the biggest players”.

Europe’s modesty movement

A trend where Asahi’s Europeans expected to obey Japan, moves towards humility.

Asahi aims to arrive 20% of global sales from alcoholic and less alcohol from alcohol until 2030. In Japan, this figure is 15%.

Sales of the low-alcohol of alcohol in the UK was swollen faster than any other market, which accused the rules of post-bexitis accusing the cheaper tasks about low alcoholic beverages. However, this reflects a wider movement in Europe.

Katsuki said in the lower and alcoholic sector of the company, consumers with more consumers with consumers who demand more different and fragrant beer, he said.

“We can see what we can see that a beer’s popular beer is the future growth of our adjacent category, because it gives the opportunity for people who do not want to drink or enjoy drinking culture.”

European problems

Problems, EU continues for Japanese brewery to compete with local European opponents such as inbev and Carlsberg.

Last year Katsuki highlighted Lack of barley and as a serious risk for beer supply throughout Europe. Although Ukraine affects supply of Ukraine when occupying Russia’s main grain supplier, it is more likely to have a risk than climate change.

The group works with Microsoft to improve product detection when diversifying production, but climate change remains a ruthless risk for Europe’s supply.

A strange problem that becomes increasingly European affairs is the fact that Faux Continental Lager.

The British drinkers won by Madrí, and a Spanish beer for the country, which is up to the country and completely brewed in England

Trend caused Spain Estrella CEO Madri to call Madria by accusing the complacency of dishonesty while eating the company’s market share.

Katsuki says why producers and consumers understand why it can be disappointed for non-national unequivocal beers.

“In some way, they probably think that the producers falsify the origin of the beer,” Katsuki said.

“However, if you have to increase CO2 emissions in Italy or in Spain, if you will increase CO2, consider the impact of the climate crisis. He added that the imported beer reduces the continuity, not returning glass.”

There are more expansion plans from Asahi. The famous whiskey brand Nikka was limited to Japan due to long-term deficiency of a vital liquid, ie only 10% of sales are outside Japan.

Katsuki, Nikka’s regularly prepares a plan to increase customers in foreign markets and to increase the production of Asahi.

In both cases, if the Europeans do not know this, they can get used to a Japanese touch on a Japanese touch.

Editor’s note: A version of this article was first broadcast on Fortune.com on October 1, 2024

This story was first displayed Fortune.com

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