"Asahi Zero for Working People Project" Reaches 50 Endorsing Companies

Asahi Breweries, Ltd. (Headquarters: Tokyo; President: Kazuo Matsuyama) announced today that the number of endorsing companies for its "Asahi Zero for Working People Project," which it is promoting, reached 50 this month. This project, launched in April 2025, aims to support the mentally and physically healthy lives of beer-loving workers through the alcohol 0.00% non-alcoholic beer-taste beverage 'Asahi Zero.' We have named the concept of fulfilling both "work" and "time to enjoy beer" as "Work-Beer Balance" and aim to achieve this by incorporating 'Asahi Zero,' which offers an authentic beer-like taste, into daily life. ■ Initiatives with Endorsing Companies Endorsing companies implement the following initiatives according to their respective needs: - Pop-up bar "Business Trip Non-Alcohol Beer Stand" where 'Asahi Zero' can be enjoyed in the office. - "Work-Beer Balance Training" to learn about alcohol patch tests, which can easily determine one's alcohol tolerance, and appropriate drinking habits. - "Gift ZERO," where companies provide 'Asahi Zero' to employees. ■ Evaluation from Endorsing Companies and Participants In a survey conducted by our company from December 2024 to March 2026, targeting 1,877 participants from 30 companies involved in the project, 77% responded that they "sometimes refrain from drinking, considering their plans for the next day's work or private life." Additionally, 30% responded that they "experience impact or stress on work and private life when drinking too much," indicating that a certain number of people are concerned about the balance between drinking and their work or daily life. Against this background, 74% responded that 'Asahi Zero' "suits them," demonstrating that it has received a certain level of appreciation from the working generation. Participants in the project have commented, "I learned about appropriate ways to drink alcohol," and "I could enjoy the feeling of drinking without getting drunk, and I feel positive about tackling tomorrow's work." ■ Future Outlook Asahi Breweries aims to further promote this project, aiming to achieve 100 endorsing companies and provide 1 million 'Asahi Zero' drinking experiences by the end of 2026. Through collaboration with endorsing companies, we will strive to raise awareness of "Work-Beer Balance" and promote "Smart Drinking," which aims to realize a society where both drinkers and non-drinkers respect each other. ■ About 'Asahi Zero' 'Asahi Zero' is an alcohol 0.00% non-alcoholic beer-taste beverage that offers an authentic beer-like taste and body through a "dealcoholization method" where alcohol is completely removed after brewing beer. It has gained widespread support, particularly among beer lovers, and continues to achieve strong sales. Sales volume in 2025 reached 2.56 million cases*, a 149% increase year-on-year, exceeding the revised annual target of 2.4 million cases. *1 case is equivalent to 20 bottles of 633ml large bottles. ■ Endorsing Companies for "Asahi Zero for Working People Project" *Some are listed in Japanese alphabetical order ・"Asahi Zero" Brand Site: 　　https://www.asahibeer.co.jp/asahizero/ ・"Asahi Zero for Working People Project" Site: 　　https://www.asahibeer.co.jp/asahizero/work/ ・"Smart Drinking" Site: 　　https://www.asahibeer.co.jp/smartdrinking/