BrewDog, a leading independent craft brewer, is pleased to announce the launch of a joint venture in Japan with Asahi Breweries. Ltd which will see BrewDog headliners such as Punk IPA, Hazy Jane and Elvis Juice rolled out across Japan from September 2021.
While BrewDog beers are already available in limited locations across Japan, the joint venture will invest to grow brand awareness country-wide and to increase significantly the number of outlets where customers can find their favourite BrewDog tipple.
"We’re excited to be growing our presence in Japan and, in Asahi Japan, to be doing so in partnership with one of the most prestigious names in the drinks industry,” commented James Watt, CEO of BrewDog.
“BrewDog’s beers are now enjoyed in over 60 countries around the world and it’s a great testament to the quality of our beers, not to mention the excellent taste of Japanese beer drinkers, that we have this opportunity to grow further in such a significant market.”
Founded in 1889 in Osaka as the Osaka Breweries, Ltd., Asahi Japan is the leading brewer in Japan. A partnership with Asahi Japan provides BrewDog with a considerable new platform to accelerate growth throughout a country with a deep legacy of appreciation for craft beer.
The joint venture will focus initially on growing distribution and awareness of the BrewDog brand in Japan and in time will be able to access Asahi Japan’s highly developed distribution network, leveraging its market leading position to rapidly grow BrewDog brands, in particular Punk IPA which currently accounts for 70 percent of BrewDog volumes in Japan, and Hazy Jane, which in its two years since launch has grown to become the second largest craft beer brand in UK supermarkets behind Punk IPA. Other small batch craft beers within the BrewDog stable, plus cider and spirits, will continue to be imported by Whisk-E, BrewDog’s local partner since 2013.
The announcement of a joint venture with Asahi Japan comes at a time that BrewDog has considerably expanded its international footprint, growing market share in new markets despite the challenge presented by the COVID-19 pandemic. International sales of BrewDog have grown significantly in recent years and its beers are now available in over 60 countries worldwide.
“With its reputation for high-quality craft beers, BrewDog already has an established fanbase in Japan. We’re pleased to launch the business operation in Japan to help bring great beer to consumers across the whole country,” noted Daisaku Okuda, COO of BrewDog.