Asahi wants to disrupt the market which has miraculously proved resilient during the coronavirus epidemic: non-alcoholic beverages.
Asahi’s decision was followed by a $ 20bn splurge on a variety of beverages including Peroni, Pilsner Urquell for the Carlton Draft in recent years. But looking at all the “Goodness” features has been promoted by Covid-19. Low market and non-alcoholic beverages rose during the plague though closure of pubs has led to the decline of the liquor industry.
“Not drinking alcohol is a good thing,” Atsushi Katsuki, Asahi’s chief since March, said in an interview. “It helps solve our problems, connects us with new users and brings benefits.”
The sale of non-alcoholic beverages has benefited me because people spend a lot of money on drinks to drink at home when they are closed, following a more sophisticated Asahi approach. “Original” drinks.
The change has also been fueled by the crisis in Japan, where alcohol consumption has been declining for more than two decades and the government has intensified its efforts to combat alcoholism.
In Europe, sales of non-alcoholic Asahi beer grew by 10% in 2020 compared to last year, led by the popularity of brands such as Birell and Peroni Libera – even as the alcohol fell 6 percent on the scale. Asahi said it wants to increase the number of non-alcoholic beverages in Europe by 2030, from 5.1% last year.
The company, known in Japan for its super-strong Super Dry brand, launched a Beer brand in March, using expertise from European beverages that also found it to be re-alcoholic. It aims to improve beverage consumption by 3.5% or less by 20% of its beverages by 2025.
“This is not just about changing the use of young people,” said Katsuki. “So far, we have not been able to provide opportunities in various areas to support people who can drink but not drink or people who want to drink but do not drink.”
The increase in sales of soft drinks and alcoholic beverages is estimated at 10.7% per annum in the US, 6.6% in the UK and 6.5% in Japan between 2020 and 2024, according to the beverage group. IWSR.
Opponents such as Anheuser-Busch InBev and Heineken have also rebuilt non-alcohol facilities. But researchers are still waiting to see how the drug will improve, in the low-alcohol and alcohol-free market it is less than 2% of alcoholic beverages. Asahi’s operating profit fell third on Wednesday, as it relies heavily on commercials in restaurants and bars.
Katsuki, 61, has taken the world’s seventh largest beer in the most difficult areas of the past five years, while Asahi spent billions of European and Australian assets from AB InBev, including Grolsch and Carlton & United Breweries.
The company has ordered it to repay everything by 2024, at a time when it expects to reduce its total debt by three times before receiving interest rates, taxes, lowering and lowering interest rates, compared to six times as high.
“We are discussing internally if our current history and findings are sufficient. There is also the question of whether it is safe to drink alcohol,” Katsuki said.