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Bringing Great Taste to People Worldwide
In promoting Group growth strategies, Asahi Breweries conducts sales and production activities in regions around the world.
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Alcoholic Business
In China, one of our priority strategic regions overseas, the Group produces and sells both local beer brands and Asahi brand beers, namely Asahi Super Dry. In 2009, we aim to expand our beer business and the Asahi brand in China through the purchase of shares in Tsingtao Brewery Co., Ltd. (Tsingtao Beer), one of China’s top beer producers.
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Soft Drinks Business
In partnership with ITOCHU Corporation, in 2004 we established Tingyi-Asahi-Itochu Beverages Holding Co., Ltd. as a joint venture in the beverage business with China’s largest food corporation, Tingyi Holding Company. This move enhanced the base supporting the Group’s soft drinks business in China.
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Agricultural and Dairy Business
In May 2006, we joined forces with Sumitomo Chemical Co., Ltd. and ITOCHU Corporation to establish Shadong Asahi Green Source Hi-Tech Farm Co., Ltd., a company in the city of Laiyang in China’s Shadong Province specializing in farming.
By promoting a cyclical farming pattern that combines dairy and crop farming, the new company will produce and sell safe, reliable and delicious strawberries, sweet corn, mini tomatoes and other high-value-added produce in the domestic Chinese market.
In April 2008, we again teamed with ITOCHU Corporation to found a milk company, Shadong Asahi Green Source Milk Products Co., Ltd. The company will produce completely non-homogenized milk, packaged solely from milk produced by the farming company, for sale in premium supermarkets and department stores in China.
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In alcoholic beverages, local production of Asahi Super Dry will be licensed to Thailand’s Boon Rawd Group, which will serve as a production base for Southeast Asia and Oceania. Product sales in Thailand will similarly be licensed. In this way, we are taking steps to expand sales volume in the ASEAN region, particularly in Thailand.
In soft drinks, we reinforced the business base for existing operations, pushing ahead with earnings structure reforms at South Korean subsidiary Haitai Beverage Co., Ltd., among other actions.
In September 2008, we established Asahi & Mercuries Co., a joint venture in the sale of alcoholic beverages, soft drinks and food, with Taiwanese trading house Mercuries & Associates Ltd., in a drive to promote sales expansion in Asia. This move was followed in April 2009 with the inclusion of Schweppes Australia, which ranks second in Australia’s soft drinks market, within the Asahi Breweries Group.
These efforts to establish a business base in Oceania as well as Asia will strengthen the Company’s base in the overseas soft drinks business and realize Group synergies, which, in turn, will accelerate Group growth.
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In the European market, we licensed local production of Asahi Super Dry to Staropramen Brewery in the Czech Republic, positioning it as a key production base for the entire continent. In the United Kingdom, we concluded a licensing agreement for the production and sale of Asahi Super Dry with the country’s oldest brewery, Shepherd Neame Ltd. Similarly, in Russia we signed a licensing agreement with Baltika Breweries for production and sales. Sales volume in Europe as a whole has grown dramatically since Baltika Breweries began local production and sales of Asahi Super Dry in April 2008.
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In the North American market, the Vancouver brewery of Molson Canada Ltd. began producing Asahi Super Dry in 1994. We enhanced our sales framework in this market by establishing of a local subsidiary in 1998.
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| Overseas Group Companies |
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