FEATURE22 January 2024

Another round: How Asahi uses insight

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With the beer industry undergoing numerous changes in recent years, Zuzana Heleyová tells Liam Kay-McClean how Asahi is keeping up with trends and democratising data.

photograph of people drinking peroni beer

There’s a strong chance that, if you are a beer drinker, you’ve had an Asahi beer. The company, founded in Japan in 1889, is the largest in its home nation and the owner of numerous major beer brands worldwide, from Peroni to London Pride, and Grolsch to Pilsner Urquell and Asahi Super Dry.

Asahi stands among a beer industry that has seen immense change over the past two decades. Craft beer upended the market, with independent producers emerging to take on traditional breweries and lager makers. This was coupled with a profound crisis in the on-trade market, with around a quarter of British pubs having shut since 2000, according to the British Beer and Pub Association.

Years of austerity, a cost-of-living crisis and the pandemic have seen switches in consumption, especially considering liberalised off-trade reforms in the UK, which benefit supermarkets and other organisations focusing on the home market for beer. Globally, the beer industry has been hit, like ...