Here are some of our latest marketing efforts at Asahi Europe & International (AEI) that also support sustainability.

Our Italian beer brand Birra Peroni involves a blockchain lets consumers scan a QR code on their bottle to access specific information about the beer. By scanning the label, beer lovers can immediately see details about the ingredients, as well as the path it took from the brewery to their glass. With this project, we share with consumers why, what and how the sustainability impact of the beer they are enjoying is being reduced.

That is not all. At Pilsner Urquell globally, we replaced the aluminium foil packaging on bottles with recyclable paper labels, while Grolsch in the Netherlands has swapped the plastic can carriers for cardboard and used the new packaging to explain to consumers why this is the right step. In Poland, our beers now come with a small wind turbine logo, reflecting the fact that 100% of the energy used to brew them comes from wind power.

These examples are all touchpoints where we are directly or indirectly communicating the importance of sustainability to consumers. Whether it’s the depicting a wind turbine or changing our packaging, the message is the same – sustainability is critical to us at Asahi.

“Collaboration across various functions is critical for success and sustainability is no different. That’s why sustainability and marketing are working closely to ensure that we reach our targets and share our planet positive initiatives in a meaningful way with our employees, consumers, partners and suppliers.”

Rolling this out, we have learnt that on size does not fit all and each market is different. But we are working locally towards carbon neutrality in our breweries by 2030, reducing water consumption, sustainable sourcing and many more initiatives and we are constantly ensuring that the dots between sustainability and marketing are connected.

To help us overcome challenges, we share and learn. We know that the climate challenge we are facing is bigger than us and that’s why collaboration within and across sectors, industries, public/private bodies, NGOs and beyond is so important. We have joined multiple platforms and forums to share our best practices and learn from others.

At Asahi, we want to make changes now that will serve as a long-term sustainable legacy for future generations. Marketing is playing an important role on that journey. It is helping us build awareness with consumers who can see, feel and touch the changes taking place in how we produce, distribute and consume our beers.