Brewer Asahi is to reduce its alcohol content amid growing consumer demands for zero-and low-alcohol drinks, said its CEO.
Chief executive Atsushi Katsuki said the company, which owns Asahi Super Dry, Peroni Nastro Azzurro and Pilsner Urquell, was set to expand its line of alcohol-free beverages through investments in start-ups, calling the move a “big opportunity”, reported The Financial Times.
Katsuki said: “It’s a big opportunity as long as we can go down the premium path,” adding: “Among global players, we have a strong advantage since we have capabilities in both beer and alcoholic beverages as well as soft drinks.”
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The CEO latest comments come amid Asahi recently setting a target to increase its percentage of drinks with 3.5% alcohol or less from 10% last year to 20% of its portfolio by 2030.
Katsuki added that he wanted this figure to rise to 50% by 2040 or 2050.
Asahi is not the only global drinks company in a race to cut its alcohol content across its range. driven by new trends catering to younger, health-conscious consumers, and reduced alcohol taxes on the products, rivals such as Heineken, Budweiser and Guinness, have also sought to bolster their no-and low-alcohol category.
Earlier this year, the UK’s biggest retailer Tesco saw demand for no and low alcohol beer, wine and spirits soar, with the supermarket adding it experienced its “highest ever customer demand” for such products.
