As consumer needs continue to diversify, Asahi Europe & International (AEI) has been working to provide a broad range of options for consumers to enjoy appropriate alcohol consumption in a variety of lifestyle settings and in a manner that best suits their individual preferences.
AEI believes that non-alcohol beverages represent an important option in this regard. To that end, the company has adopted the goal of achieving a sales volume ratio of 20% for non-alcohol beverages by 2030 and is working to enhance its product development and marketing activities for these beverages.
AEI entered into a new global partnership with Aston Martin Cognizant Formula One™ for the non-alcohol beer Peroni Nastro Azzurro 0.0% in an effort to enhance the recognition level of the beer and popularize AEI’s non-alcoholic beverages in general as a means of promoting “Responsible Drinking.” Furthermore, at the Rome Brewery, AEI invested 5.2 million euros in manufacturing equipment for non-alcohol beverages, thereby putting in place a robust production structure.
In the Netherlands, AEI rolled out a campaign focused on promoting the appeal and worldview of three types of non-alcohol beer under the Grolsch brand, an iconic beer brand in the country, running between April and May 2021. This campaign helped promote the new options that non-alcohol beer can deliver, such as allowing people to enjoy the great taste of beer even if they are unable to drink alcohol or if they are in a situation where it is not appropriate to drink.
Going forward, AEI will further expand the continuously growing non-alcohol beverage category and promote the popularization of “Responsible Drinking” through its business activities.