"Asahi Targets Sober Gen Z with New Strategies"

Japan's largest brewer, Asahi, is adapting to the changing preferences of Generation Z, who are drinking less alcohol. The company is focusing on expanding its range of non-alcoholic and low-alcohol beverages, both domestically and internationally, to counteract declining alcohol sales in Japan due to an aging population and lower birth rates. Asahi aims to double the share of these beverages to 20% of its overall sales by 2030.