In late 2018, Asahi’s premium brand portfolio and increasing market share required a new approach to manage the development and supply of Point of Sale Materials (POSM) for our iconic beer brands. Beyond the normal deliverables for such supplier agreement, as product (POSM) innovation, manufacture, inventory management, and a simplified purchasing process, this partnership was mandated to provide a global, secure and ethical supply chain management to contribute to Asahi Europe’s ESG targets.
The Asahi Procurement team partnered with Prominate, a global joint-venture company with over 70 offices and 50 distribution centres worldwide. The agency develops and implements efficient and effective global Promotional Material solutions with a localised approach and a highly successful track record working with large multinationals.
Prominent has utilised its proprietary technology, tailored to Asahi’s global needs, centralising the POSM procurement via one single online platform. The platform allows Asahi and their distributors to order brand assets through scheduled order windows, driving a joined-up consolidated execution. This has helped meet the sustainability and carbon footprint objectives through global ‘Smart Buy’ programs, leading to fewer deliveries and streamlining the logistics.
In numbers, the supply chain optimization has meant 390,000 km (almost the distance from Earth to the Moon) less travelled to deliver POSM materials. The related CO2 emission reduction was of 277 tonnes per annum, the equivalent of the yearly consumption of about 21,000 trees.