Asahi has achieved remarkable success by strategically entering the European beer market and acquiring local favorites, positioning itself as a dominant player in the region.
Atsushi Katsuki highlights the gravity of Japan's aging population as a critical driver behind Asahi's aggressive expansion into Europe, aiming to offset declining sales domestically.
The revenue projection of €4.7 billion from Europe in 2024 signifies Asahi's successful transition into a key international market, now representing 27% of its sales.
Katsuki stresses that the decline in Japan's beer market, shrinking annually since 1995, underscores the necessity for Asahi to seek sustainable growth beyond its borders.
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