Atsushi Katsuki on Asahi’s Multibeverage Strategy and Screen Time
Summary
In an interview, Asahi Group Holdings CEO Atsushi Katsuki outlines the company’s shift in understanding competition. Katsuki notes that the primary threat to alcohol consumption is not health warnings or the temperance movement, but the proliferation of screen-based entertainment, such as gaming and blogging. Asahi is shifting its focus to target these consumers in at-home settings through a multi-beverage strategy that spans premium alcohol, low/no-alcohol options, and premium soft drinks.
Key Insights
- The True Competitor: Screen-based entertainment (gaming, social media, blogging) has a greater impact on alcohol sales than health warnings or the moderation movement. Katsuki states: “Alcohol used to occupy a much bigger share of people’s entertainment and joy. In the past 10 years, the number of entertaining things has grown including gaming.”
- Rejection of “New Tobacco”: Katsuki explicitly rejects the notion that alcohol is “the new tobacco,” asserting that it can contribute positively to consumer wellbeing when consumed responsibly.
- Targeting At-Home Occasions: Asahi is actively targeting bloggers, gamers, and influencers with its premium alcohol, NOLO (no and low alcohol), and premium soft drinks designed for at-home consumption.
- Global Alcohol Market Data: Citing IWSR data, global alcohol sales declined 1% in volume but grew 2% in value in 2023, pointing to premiumization as a key driver.
- US Expansion: Asahi is looking to expand its footprint in the US market through potential large-scale acquisitions or deals.