Asahi aims to make 20% of its beer alcohol-free by 2030

By Rebecca Weller

- Last updated on GMT

Asahi Legacy 2030 initiative: Asahi have aimed to have 20% of its portfolio made up by no-alcoholic beer by 2030
Asahi Legacy 2030 initiative: Asahi have aimed to have 20% of its portfolio made up by no-alcoholic beer by 2030

Related tags Asahi Beer Low to no

Asahi Europe & International (AEI) has announced its desire to demonstrate inclusiveness for alcohol-free lifestyles by aiming for 20% of its portfolio to be made up by alcohol-free products by 2030 as part of the Asahi Legacy 2030 initiative.

This follows the launch of Peroni Nastro Azzurro 0.0%​ last month and is an important step towards the Asahi Legacy 2030 initiative, which has aimed to have one-in-five of the company’s products be non-alcoholic across its portfolio in the next eight years.

AEI chief marketing officer Grant McKenzie said: “Our goal to have 20% share of non-alcoholic products in our portfolio by 2030 aligns with our purpose of creating meaningful connections.”

Responsible drinking 

Asahi’s ambition to transform its portfolio of non-alcoholic offerings comes as part of its broader 2030 Legacy Programme to promote responsible drinking alongside wellbeing and enjoyment, with the aim of adding responsible drinking labels to 100% of its products in the next eight years.

However, as reported last month in the Morning Advertiser​, a recent study by the University of Stirling​ showed health warnings on drinks products made young adults more likely to shun drinking and more likely to perceive alcohol products as ‘unappealing’ or ‘socially unacceptable’ if they displayed prominent health warnings.

This comes as a desire for non-alcoholic beers has been driven by a change in drinking habits in the UK, particularly among younger generations, according to NHS data which showed more than 50% of men and 60% of women of the 8,205 participants aged 16-24 had not consumed alcohol in the week prior to the 2019 survey.

Continuously innovating

Furthermore, Peroni’s other alcohol-free offering, Peroni Libera, experienced the lowest drop in sales and value last year, 10.1% and 1.4% respectively with 3,131 hectolitres sold, earing third place on the Drinks List 2021.

McKenzie added: “We are continuously innovating to offer better non-alcoholic products that both taste and look great.

“This is what is expected today, absolute pleasure without compromise.”

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