Donating 10 Million Yen to Hirosaki City, Aomori via Corporate Furusato Nozei

Asahi Breweries, Ltd. (Headquarters: Tokyo, President: Kazuo Matsuyama) and Nikka Whisky Co., Ltd. (Headquarters: Tokyo, President: Naoto Ono) will donate 5 million yen each, totaling 10 million yen, to Hirosaki City, Aomori Prefecture, through the corporate version of the Furusato Nozei (Hometown Tax) system. The donations will be utilized for the 'Apple Industry Revitalization Project through Agriculture and Tourism Collaboration,' 'Hirosaki Startup-ru School,' and 'New Farmer Community Construction Promotion Project.'

The corporate version of Furusato Nozei is a system where companies can receive tax credits for donations made to regional revitalization projects conducted by local governments. Asahi Breweries and Nikka Whisky have been contributing to Hirosaki City since 2023 with the aims of securing auxiliary labor for apple farmers—essential for sustainable cider production—and increasing the brand value of Hirosaki-grown apples and cider. In 2025, utilizing the donation funds, three harvesting volunteer tours were conducted from October to November, with a total of approximately 600 participants to date. Another tour is planned for this year.

This initiative has been highly evaluated as an excellent example of regional revitalization through public-private partnership. It has received the Excellence Award in the Community and Local Consumption Category of the 'Discover Nousangyoson (Mura) no Takara AWARD (11th Selection)' sponsored by the Ministry of Agriculture, Forestry and Fisheries; the Minister's Award for the 7th Corporate Furusato Nozei sponsored by the Cabinet Office; and the Special Jury Award at the 9th Japan Tourism Awards. Moving forward, the companies will continue to collaborate across the public-private boundary with Hirosaki City to deepen ties and revitalize Hirosaki apples, aiming to expand awareness of 'Nikka Hirosaki Nama Cidre,' a sparkling wine made from 100% domestic apples produced at the Nikka Whisky Hirosaki Distillery.

The Asahi Group has selected five key issues—'Environment,' 'Community,' 'Responsible Drinking,' 'Health,' and 'Human Rights'—based on the 'Asahi Group Sustainability Basic Policy' and is promoting initiatives to realize a prosperous society. In the 'Community' category, the group aims to achieve the Group Philosophy 'Deliver on our great taste promise and bring more fun to life' through activities that contribute to the revitalization of the entire region and initiatives loved by both locals and visitors.