BrewDog launches joint venture in Japan partnering Asahi

BrewDog has announced the launch of a joint venture with Japan’s leading brewer Asahi Breweries, a first of its type for the Scottish craft brewer.

BrewDog Japan, over which BrewDog will retain a controlling interest, will roll out headliners such as Punk IPA, Hazy Jane and Elvis Juice across Japan from September.

Whilst 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. It will operate as a standalone entity with its own sales, marketing and back-office teams and will focus exclusively on the distribution and marketing of key BrewDog brands in Japan.

BrewDog said the partnership with Asahi Japan, founded in 1889, will provide them with a new platform to accelerate growth throughout a country with a deep legacy of appreciation for craft beer. The company will be able to access Asahi Japan’s highly developed distribution network in time.

“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,” James Watt, BrewDog chief executive, said.

“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.”

The joint venture will be run by newly appointed chief operating officer, Daisaku Okuda, who brings with him over 30 years experience in the drinks industry, including nearly 20 years at Asahi Japan, most recently as general manager, spirits & liqueurs, with a sales and marketing team based in offices in central Tokyo, working closely with BrewDog’s HQ in Ellon, Scotland.

Okuda said: “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.”

The announcement of a joint venture with Asahi Japan comes at a time when 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 more than doubled between 2017 and 2020 and are expected to show further significant growth over 2021.

In addition to Japan, BrewDog beers are enjoyed by customers in China, South Korea, Thailand, Hong Kong, Macau, Singapore, India, Taiwan, Malaysia and Indonesia, and BrewDog bars can be found in Tokyo, Shanghai, Seoul and Mumbai, with plans to open in New Delhi in the near future.