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.

More stories

6/28/2019

Cinnamon Art for Beer Enthusiasts

How about decorating your fresh pint with a picture of a goat made of cinnamon, cappuccino style? Crazy idea? Yeah, but a good one too – at least for the growing number of enthusiasts who have fallen for it. Try it for yourself and see …

Read more
9/8/2022

Asahi Super Dry sets out plans to thrill fans at Rugby World Cup 2023 with one year to go

Asahi Super Dry, Official Beer of Rugby World Cup 2023, is celebrating “one year to go” by finalising plans to provide fans with Beyond Expected experiences both at the tournament and at home. Japan’s Number 1 Beer will be served at all tournament venues and fanzones across France, spanning 48 matches in 9 cities, in addition to being showcased to a global audience of over 857 million rugby fans across 200 countries world-wide. As well as enjoying the premium super dry taste, fans from around the world will be rewarded with ticket giveaways and exclusive match day experiences at every game, including behind the scenes stadium tours and pitch-side access to watch teams sing their national anthems.

Read more