Asahi, the renowned Japanese beer brand, has unveiled its strategic expansion plans for China, with a primary focus on establishing a strong presence in key cities such as Shanghai and Shenzhen, as well as capitalizing on the potential of online sales while embracing Asian culture.
Kinyi Choo, Managing Director of Asahi Beer Asia, emphasized the brand’s aspiration to evolve from a regional Japanese brand to a globally recognized icon, aiming to extend its reach throughout China and across various distribution channels.
Speaking about the expansion, Choo elaborated on the strategy, stating, “Our approach centers on leading in the Japanese channels, within a broader Chinese market. Our primary focus is on showcasing our flagship brand, Asahi Super Dry, while leveraging the success of Asahi 2.0 in Japan during 2022.”
Asahi’s expansion plan also incorporates a pivotal role for e-commerce channels. Choo highlighted the strategic significance of online sales and expressed that selling their eponymous beer through e-commerce platforms will be a “critical” aspect of their growth trajectory in mainland China. He acknowledged that while e-commerce presents great opportunities, it also poses unique challenges.
China holds a pivotal position in the Asian market, making it a strategic focal point for Asahi’s expansion endeavors. The brand’s concerted efforts to establish a strong presence in key cities and explore the potential of e-commerce reflect its commitment to growth and market leadership in this dynamic and influential region.
