Asahi Europe & International Company Profile

Background

Asahi Europe & International (AEI) is a subsidiary of Asahi Group Holdings, a leading global beverage company headquartered in Tokyo, Japan. AEI oversees Asahi's operations across Europe and international markets, managing a diverse portfolio of renowned beer brands. The company's mission is to "Create Meaningful Connections," emphasizing the importance of human togetherness, a sense of belonging, and a connection to nature. AEI builds on centuries of brewing heritage to deliver high-quality beers to consumers worldwide in a sustainable manner.

Key Strategic Focus

AEI's strategic objectives include expanding its presence in the non-alcoholic beverage sector, targeting that 20% of its portfolio will comprise non-alcohol products by 2030. This initiative responds to the growing consumer demand for healthier beverage options. The company is also committed to sustainability, aiming to achieve net-zero carbon emissions across its supply chain by 2050. To support these goals, AEI has entered into multiple Virtual Power Purchase Agreements (VPPAs) to source renewable energy for its operations.

Financials and Funding

As of 2020, AEI reported annual revenues of approximately $3.9 billion and employed around 10,430 individuals. In 2020, the company selected SAP S/4HANA Cloud for its ERP financial management, indicating a commitment to modernizing its financial systems.

Pipeline Development

In November 2022, AEI launched Asahi Super Dry 0.0%, an alcohol-free version of its flagship beer, in the UK and Ireland. The product is set to expand to additional markets, including Australia, the United States, Canada, and France, throughout 2023. This development aligns with AEI's strategic focus on the non-alcoholic beverage segment.

Technological Platform and Innovation

AEI leverages advanced brewing techniques to maintain the quality and consistency of its products. The company has implemented SAP S/4HANA Cloud for ERP financial management, enhancing its operational efficiency. Additionally, AEI's commitment to sustainability is evident through its adoption of renewable energy sources and energy efficiency measures across its production facilities.

Leadership Team

AEI's leadership team comprises experienced professionals dedicated to driving the company's strategic initiatives. Key executives include:

Paolo Lanzarotti: CEO of Asahi Europe & International.

Diana Simon-Bruns: Global Head of Brand at Asahi Super Dry.

Stephen Corlett: COO of 180 Amsterdam, AEI's global creative agency.

These leaders play pivotal roles in steering AEI's growth and innovation strategies.

Leadership Changes

In March 2023, AEI appointed 180 Amsterdam as its global creative agency to evolve the Asahi Super Dry brand position and drive growth in existing and new markets. This partnership reflects AEI's commitment to enhancing its brand presence globally.

Competitor Profile

Market Insights and Dynamics

The global beer market is highly competitive, with a growing trend towards non-alcoholic and low-alcohol beverages driven by health-conscious consumers. The market for alcohol-free and low-alcohol beers is valued at over $13 billion and is expected to grow significantly.

Competitor Analysis

AEI faces competition from major global brewers such as Heineken, Anheuser-Busch InBev, and Molson Coors. These competitors have also been expanding their portfolios to include non-alcoholic and low-alcohol options to meet changing consumer preferences.

Strategic Collaborations and Partnerships

AEI has established significant partnerships to strengthen its market position and brand visibility. In 2022, the company partnered with City Football Group, including teams like Manchester City, to enhance the global appeal of Asahi Super Dry. Additionally, AEI is the official beer of Rugby World Cup 2023, where Asahi Super Dry and Asahi Super Dry 0.0% will be served at all tournament venues across France.

Operational Insights

AEI operates 19 production facilities across nine countries, producing over 40.8 million hectoliters of beer annually. The company's commitment to sustainability is demonstrated through its use of 100% renewable electricity in several breweries and its goal to achieve net-zero carbon emissions by 2050.

Strategic Opportunities and Future Directions

AEI is poised to capitalize on the growing demand for non-alcoholic beverages by expanding its product offerings in this segment. The company's focus on sustainability and renewable energy initiatives positions it favorably in an increasingly eco-conscious market. Strategic partnerships, such as those with City Football Group and Rugby World Cup 2023, are expected to enhance brand visibility and consumer engagement globally.