Marketing Strategy for Asahi Breweries
March 19, 2024
Asahi Breweries, Ltd.

Overview of 2023 Marketing Initiatives

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2023 ReviewIn addition to improving brand value primarily for
Super Dry, we worked hard to create various new
innovative products and create new value with aview to 2024 and beyondⒸASAHI GROUP HOLDINGS. All rights reserved.

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2023 Review: Beer
Offered a more diverse choice of beer and new
drinking settings and scenarios Higher purchases on

renewed beer drinking

5,000› A return to beer following the liquor tax
revisions, boosted Super Dry (excluding DryCrystal) sales volume by +4% YoY› Proposed new lifestyles with future-orientedbeer products› Launched SHOKUSAI premium beer as thesecond new Nama Jokki Can› Held a Beer Revival General Election to reissue
past products as candidatesⒸASAHI GROUP HOLDINGS. All rights reserved.

(10,000 persons)

Number of beer purchasers

4,000

Number of people
buying new genres

3,000

2,000
'20

'21

'22

'23'24

Source: Asahi Breweries own research

42023 Review: Rugby World Cup

A great opportunity to raise awareness of SuperDry among customers worldwide through local
match venues, fan zones, TV commercials› Offered Super Dry at local match
menus and fan zones（Record attendance at a rugby world cup of approx. 2.4 million)› Over 800 million global TV viewers› Our “Aaah!” “SUPER TRY” advertisingslogan was talked about in Japan too› Over 100,000 people took part in
the public viewings in Japan› The number joining in the communal
toast at the public viewing set anew Guinness Book recordⒸASAHI GROUP HOLDINGS. All rights reserved.

52023 Review: Launch of Dry Crystal
Our Dry Crystal released in October 2023
successfully sparked new demand for beer
Sales topped 1 million boxes*
roughly 1 week after release

Acquired a different purchaser
demographic to Super Dry(*Based on 20x633ml large bottles per box)

Dry Crystal
20％

Super Dry

10020sⒸASAHI GROUP HOLDINGS. All rights reserved.

30s

40s

50s

60s

70s～

Source: Intage SCI (Age 20-79) composition of beer-type product purchaser
volumes between October 2023 and January 2024

62023 Review: Improved Beer Product Mix
Consistently improved product mix throughcontinued investment in core brands and strategic
Price revision
Pricepricing
Liquor tax
Liquor tax revision
revision
120revision

October 2023
Dry Crystal launch

115

March 2022
Super Dry full-scale renewal

110

September 2021
Asahi Nama Beer launch

105

100

April 2021
Nama Jokki Can launch95
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4'20'21'22'23ⒸASAHI GROUP HOLDINGS. All rights reserved.

Unit sales price (excl. liquor tax) of Asahi Breweries
beer-type volume (2019=100)

72023 Review: Asahi RTD INNOVATION 2025 Launch

Developed innovative products based on theiremotional value to customers as part of our aim toexpand RTD business 1.5 times by 2025 vs. 2022
Launched four new brands
one after the otherin limited regions

Trial online-only sales of new brandthat uses full open-can technology

Tohoku area
Chugoku, Shikoku area
Tokai, Hokuriku area
Kyushu area

ⒸASAHI GROUP HOLDINGS. All rights reserved.

82023 Review: Smart Drinking
Created new smart drinking (Sumadori)
opportunities and expanded customer choice
Smart drinking awarenessroughly doubled30

Implemented Yoshimoto Kogyo collaboration
Opened THE 5th by SUMADORI-BAR%

Pre-released Asahi Zero in Kinki area inOctober

20

100Jan.
'23

Apr.

Jul.

ⒸASAHI GROUP HOLDINGS. All rights reserved.

Oct.

Jan.
'24

Source: Asahi Breweries

9Marketing Strategy for 2024 and Beyond

102024 Marketing Strategies
Accelerate 2023
momentum in 2024
and beyond› Expect beer regression trend to continue
until the 2026 liquor tax revision› Induce recovery in post-Covid on-premisemarket› Ensure strong momentum for each brandthrough sustained advertising andpromotion› Start developing brands that offer uniquevalue and innovative products› Carve new markets
Increase acceptance of a smart drinking
societyⒸASAHI GROUP HOLDINGS. All rights reserved.

Focus on Super Dry, Asahi Nama Beer

Strengthen beer

Key category with unique value items「High-value」
Expand category, create new markets

Smart category

Celebrate 90th anniversary,strengthen brand ahead of centenary

Nikka Whisky

Fun, exciting places to try out different brands

On-premise market

11Super Dry

Strengthen beer

Create opportunities for customers to experience thesatisfying “karakuchi” taste of our most important brand
Brandexperience

Concept shop

Promotion

Reappeal theKarakuchi curve
ProductNew smart
cancontainer

Communication

Total sales of the Super Dry brand (including Dry Crystal) remain buoyant,recording a cumulative +20% YoY increase in February 2024
ⒸASAHI GROUP HOLDINGS. All rights reserved.

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Nama Jokki Can, Dry Crystal

Strengthen beerStrengthen the Super Dry brand with the innovative
Nama Jokki Can and Dry Crystal that suggests newways of experiencing and enjoying beer
Continuously appeal the uniquevalue of innovative products andadvertise the “beer on a fine day”
scene to expand drinking scenariosⒸASAHI GROUP HOLDINGS. All rights reserved.

Create new demand and newmarkets by proposing newlifestyles

13Asahi Nama Beer

Strengthen beer

Continue our “Otsukarenama” mobile events forJapan to help convey the brand’s worldview
across the nation
Our aim is to enable 10 million people toexperience the brand by sending our Maru
F Alley cart around Japan and holding
several one-off Maru F Alley events

Brand power continues to riseJan. Apr.
'22ⒸASAHI GROUP HOLDINGS. All rights reserved.

Jul.

Oct.

Jan'23

Apr.

Jul.

Oct.

Source: Kantar Japan - Brand Equity Survey

14Premium Beer SHOKUSAI

Strengthen beer
High-value

Sold exclusively at convenience stores from July
2023 as a Nama Jokki Can premium beer
Simultaneous release across all channels inJapan and in South Korea* from March 2024
*Sold through Group company LOTTE Asahi Liquor Co., Ltd. in South KoreaⒸASAHI GROUP HOLDINGS. All rights reserved.

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RTD Gin-based Sugar-free Citrus Sour: GINON
Confirmed high potential through limited area releases
in 2023. Nationwide launch set for April 2024
Developing products offering unique value in the RTD
market where liquor tax rates were kept unchanged inthe October 2023 round of liquor tax revisions
Proactive information communication through tasting events,street sampling, and commercials in major cities across the countryⒸASAHI GROUP HOLDINGS. All rights reserved.

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High-Value

Innovative Product: Mirai no Lemon Sour

Lemon slices float to the top when you open the lid.
Limited release of the world’s first* Mirai no Lemon
Sour in the RTD market*The first chu-hai (shochu cocktail) canned drink that contains lemon slices and a fully-removable top (December2022 Mintel database and proprietary survey research)ⒸASAHI GROUP HOLDINGS. All rights reserved.

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High-Value

Mirai no Lemon Sour Special Features

Illustrate the way the lemon slices float to thetop, which is the product’s standout feature,through a combination of 8 different can designsⒸASAHI GROUP HOLDINGS. All rights reserved.

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Smart Category

Smart Category: Creating New Markets

Develop innovative products and create new markets.
Also, offer more drinking scenarios and create newcustomer contact pointsExpand products with 3.5%
or lower alcohol content

Nationwide Asahi Zero launch set for
April following test sales in Kinki areain October 2023
Test sales period
Repeated purchaseintention rate

Create venues and opportunities
to try smart drinking

75.1％
Satisfaction level after
tasting

86.3％

Source: Asahi Breweries survey
conducted in November 2023 in theKinki area (6 prefectures)ⒸASAHI GROUP HOLDINGS. All rights reserved.

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Nikka Whisky

High-value

From the 90th to the 100th Nikka Anniversary

Suggest ways to freely enjoy whisky to customers.
Cultivate a more diverse drinking culture throughwhiskyIncrease value of existing
brands90th anniversarycommemorative product,
new brand launch

Limited 90thanniversary
productⒸASAHI GROUP HOLDINGS. All rights reserved.

Newbrand20

On-premise market

On-premise Market Initiatives

High-value

Set up a dedicated on-premise marketing department
within the company
Help reinvigorate the on-premise market, focus onbranding centered around High-value products
Creating a project together with JTB and
Tablecross Inc. to invigorate food andbeverage demand among foreign visitors
Becoming an official marketing partnerat the Immersive Fort Tokyo theme park

ⒸASAHI GROUP HOLDINGS. All rights reserved.

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2024 Marketing Strategy
Achieve sustainable medium- to long-term growth by:strengthening existing brands,
nurturing brands that offer unique value,
inspiring innovation
On-premise

High-value

NIKKAⒸASAHI GROUP HOLDINGS. All rights reserved.

BeerRTD

Smart
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Thank you!

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