Asahi Europe & International

Asahi Europe & International is a regional operating unit of asahi-group-holdings. It is the primary driver behind Asahi’s European non-alcohol strategy.

This division has been instrumental in spearheading the marketing of non-alcoholic beers as adult-soft-drinks rather than mere alcohol replacements. By aligning with the company’s broader premiumization strategy, Asahi Europe & International successfully positions 0.0% beers in premium price tiers, utilizing brands like birell and the global flagship asahi-super-dry 0.0% to capture health-conscious consumers and expand profit margins.