Winning the beer race in thirsty China
As a subsidiary of the Asahi Group, Japan’s largest bee r producer, Asahi Beer (China) has focused on expanding sales of its core brands across various categories. Today, the company holds a majority share of Japanese beer products in China and continues to grow.
"We are working to strengthen our business and through our commitment to China, we will continue to contribute to Chinese society."
— MASAO NISHINO
Director and General Manager of Asahi Beer (China)
“Since we entered China in 1994 and acquired shares in Chinese breweries, the beer market has developed,” said Masao Nishino, director and general manager of Asahi Beer (China). “It is changing for the better as Chinese people develop a taste for high-quality beer.”
Nishino was first tasked with growing the Asahi brand in China in 2007, and has since successfully developed the company’s operations. Today, Asahi Beer (China) has three breweries in China and offices in Shanghai, Beijing, Dalian, Shenzhen and Guangzhou. While China’s major cities are vital to the company’s business, Nishino sees potential in China’s second and third-tier cities.
“The future of Asahi in China will focus on cities outside of Shanghai and Beijing, where we see growth opportunities,” said Nishino. “Cities such as Guangzhou in Guangdong province and Chengdu, the capital of southwestern China’s Sichuan province, will be focus markets for us.”
Premium beer brands from Europe and the U.S. also want a share of the competitive Chinese beer market. To diversify Asahi Beer (China)’s offerings, the company is planning to import Peroni and Grolsch, two popular European beers that the Asahi Group acquired last year. Asahi Beer (China) has also successfully introduced the nonalcoholic lactic beverage Calpis to China.
“We encourage our friends and our partners in China to enjoy Asahi beer,” Nishino concluded. “We are working to strengthen our business and through our commitment to China, we will continue to contribute to Chinese society.”