Calpis

Calpis is a major non-alcoholic beverage brand owned by asahi-group-holdings, falling under its Soft Drinks Business division (which accounts for 17.2% of total corporate revenue).

As Asahi navigates the global decline in alcohol consumption, brands like Calpis are critical to its multi-beverage-strategy. A key strategic question for the company is whether legacy soft drink and functional food brands can be repositioned or leveraged to capture adult social occasions that were previously dominated by alcohol.