Asahi moving back to basics

A back to basics approach is seeing Asahi looking to pursue innovation and consistently activate its brands in order to drive growth in 2024. This move comes after an abnormal 2023, where price dominated their business plan. 

So, what does this back to basics approach actually look like?

For Asahi this has taken the form of moving into lighter, easier-to-drink beers in many regions. Lighter alternatives such as the low-carb, mid-strength version of Asahi Super Dry have been launched in Asia, whilst Peroni’s Stile Capri product is also experiencing renewed investment.

To tap into the growing demand for non-alcoholic beverages, Asahi has also launched non-alcoholic versions of Peroni and Asahi with brand advertising seeing the former become the official sponsor of Ferrari’s Formula 1 team. Furthermore, investment in these products has seen volume sales grow into the double digits for the period to January 2024.

As the demand for non-alcoholic and alcohol lite beers grows, Asahi’s willingness to invest and innovate will stand it in good stead for the future.