Smart Drinking Ambassadors

The Smart Drinking Ambassadors program is an in-house qualification and education system developed by asahi-group-holdings to train on-premise venue staff and industry professionals.

Purpose and Execution

The program is the tactical, on-premise execution arm of Asahi’s broader smart-drinking-asahi corporate philosophy. It aims to improve “smart drinking literacy” among bartenders, waitstaff, and venue operators.

By educating staff on how to properly integrate, position, and sell non-alcoholic alternatives (such as asahi-zero), Asahi empowers venues to create new consumption occasions. This ensures that non-alcoholic options are actively recommended and served with the same care as traditional alcohol, rather than being treated as an afterthought, thereby driving volume in high-margin beer-adjacent-categories.