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Manufacture of soft drinks and bottled beer continues to experience growth in global food business. At the same time, slowing European economy in the last year apparently did not provide a decrease in enthusiasm for the companies producers of soft drinks and beer packaging for business expansion. The policy was actually carried out on companies from Asia. The condition was apparently utilize the food industry in Europe slump that lowered the production performance of soft drink and beer packaging.
Asahi Breweries is very well known name in the related industry. Even today the company has the largest market share of total production in Asia. Expansion policy that will be done had been expressed directly by the President of the Asahi Group Holdings, Naoki Izumiya which states that in the short term plans to expand its business into several countries in Southeast Asia such as Vietnam, Thailand, Philippines and Malaysia.
Observers say the policy is a solution of sluggish sales for this year’s Asahi in Japan. Factors weakening economic fundamentals after the earthquake and tsunami in March apparently reduces the demand for soft drinks in Japan. But outside Japan, the outlook where sales are still high enough at this year’s total sales of beverage products Asahi reached an increase of 6.6% or greater than the increase in sales at Kirin Holdings by 23.4%. Izumiya stated, the target profit for the year is expected to reach 1.3 billion dollars with a predicted increase in sales could reach 7.4%.
Challenges from Local Brands
However, this expansion effort will certainly not going to be smooth. Some countries in Southeast Asia mentioned above has a local product that can be used as a powerful rival in the business conducted by the Asahi expansive. In the Philippines for example, there is San Miguel Brewery, Thailand : Thai Beverage and in Indonesia PT Multi Bintang. Interestingly, San Miguel Brewery is a company that has been acquired by Kirin Holdings, which incidentally is a local rival for Asahi in Japan.
Lord of Alcoholic Beverage Market in Japan
Asahi Breweries was founded in 1889 and is the first modern alcoholic beverage companies established in Japan. Asahi now has a market share of up to 40% in Japan. Even the products of Asahi is identical with the Japanese alcoholic beverage known to the world. From a business standpoint, the development of Asahi Breweries continued to increase and expansion efforts have been made more than two decades. In 1990, Asahi Breweries bought 19.9% shares of Elders IXL, similar companies in Australia that has now changed its name to the Fosters Group.
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