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Home , Anton Dreher, Asahi Breweries, Crown Pilsner, Dojlidy Brewery, Frisco (drink), Gambrinus (beer)

Asahi Europe Group

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It is my great pleasure to introduce the Europe Group

Established in April 2017, we are the Central European wing of Asahi Group Holdings, a traditional Japanese producer of , whisky and a wide range of food products, with a rich history that can be traced back to 1889. In the heart of Europe, we are custodians of a range of around 40 well-established and admired local brands, some of which have be- come national icons. We build on hundreds of years of craftsmanship and traditions. We actually gave the world the grandfather of the whole beer category, and we are extremely proud that we still brew our Urquell the same way as in 1842. Our purpose is to inspire better drinking experiences by brewing Kando moments. Simply said, we want people to drink better, not more. We focus on our range of premium brands, and while fully re- specting tradition, we also look to the future. We regularly embark on journeys to enlarge the beer category, shifting the borders with prod- ucts for new audiences. We run 11 breweries, the oldest one dating back to 1629, and brew 33 million hectolitres of beer every year. This means we have the scale to shape the category, while maintaining the agility to move fast. Our are enjoyed in 60 countries around the world, exported either through our own export organisations or a wide network of partners. None of the above would be possible without our team of 7,400 great professionals, who are passionate about what they do. We inspire consumers to enjoy our beers re- sponsibly, and our commitment to moderate drinking is fundamental to how we do business. We offer a wide choice of non-alcoholic options and educate consumers on the adverse effects al- cohol may have on society when not consumed in moderation. We are committed to conducting our business responsibly, with regard to the environ- ment and society.

Cheers! Paolo Lanzarotti CEO Asahi Breweries Europe Group 4 Asahi Breweries Europe Group Underneath the foam Emerging on the European beer market in April 2017, we build on centuries of European brewing heritage. With unwavering commitment, we continue to brew the best beers possible.

5 11 Production countries sites From the outskirts of Gdańsk to We brew the best beers in our the shores of the Black Sea – Asahi markets and some of the best took Central Europe by storm. beer brands in the world. 60 7,400 Export People This is roughly a quarter of markets employees of the whole Asahi Our brands are enjoyed all Group. They all share a passion around the world, mainly for what they do. across Europe and Asia. 33 million Hectolitres of beer per year This means that 200 half-litre pours of our beer are produced and sold every second of every day of every year. 5

Asahi in Central Europe

Poland 35 Number 1 in country

Romania Number 1 in country Plzeňský Prazdroj 37 Number 1 in country 48 Market Share in %

Slovakia Plzeňský Prazdroj Slovensko Number 2 in country 37

Hungary Dreher Sörgyárak 33 Number 1 in country 6 Asahi Breweries Europe Group As time went by Before the paths of Asahi and its fellow European breweries crossed, each had a long history of its own. Time has really flown by for Asahi and the Central European breweries now part of its family!

From Beer to Asahi Beer. Then expanding to become a comprehensive beverage brand. Asahi 1889 1892 1900 1949 Osaka Beer Brewing Asahi Beer launched. Asahi Beer wins gold at Asahi Breweries created Company established “Asahi” (rising sun) was the 1900 Paris Expo, and through the breakup of by Komakichi Torii, with named with the pride of numerous awards in Dai Nippon Breweries the goal of producing an a beer from the land of and abroad. under Japanese post-war authentic Japanese beer. the rising sun. economic reforms. Europe 1629 1718 1768 1842 The first reference to Timisoara Brewery in Establishment of the The brewer the brewery in , established, . A large brewed the first batch owned by the House of at the initiative of the brewing plant was of the first golden Promnoc, appears. Austrian authorities erected in Dojlidy near lager that would soon ruled by Prince Eugene Białystok. conquer the world as of Savoy. Pilsner beer. 7

New ideas and innovations for beer containers.

1956 1971 1986 1987 Asahi Cider, an alcoholic Japan’s first aluminum Corporate identity Asahi Super Dry launched— beverage made from canned beer appeared launched and corporate Japan’s first dry draught beer, fermented apple juice, on the market. mark redesigned. with a crisp and refreshing is launched. taste. Revolutionizes the Japanese beer industry.

Leading Central European breweries are born...

1854 1874 1878 1892 First batch of Kőbányai Velké Popovice brewery Opening of the Brewery in the Ser produced in founded. František brewery located Romanian city of Brasov . It later Ringhoffer buys the in Cluj-Napoca. established. became the leading brewery that becomes brewery in . home to Velkopopovický Kozel. 8 Asahi Breweries Europe Group

Developing international markets and claiming the top share of the Japanese beer market.

1997 1998 2003 Asahi Super Dry launched Asahi Beer reclaims top share of Asahi Food & Healthcare Co., Ltd. in 12 European countries. Japanese market after 45-year established. interval.

1895 1913 1944 1967 Foundation of the The production of During WWII, the beer in The first batch of beer Hugger Brothers’ Pilsner lager passes the Dojlidy was brewed by is brewed in the Šariš Brewery in Poznań. magical threshold of Germans, who partially brewery. one million hectolitres. destroyed the facilities The Burghers’ Brewery in 1944. becomes the largest brewery in Europe. 9

And the tale of our common journey begins…

2008 2011 2017 Asahi acquired the stock of Changed to pure holding Asahi acquired SABMiller’s a leading freeze-dried food business structure under beer businesses in Central company, Amano Jitsugyo Co., Ltd. Asahi Group Holdings, Ltd. Europe. Asahi Breweries Europe Group created.

1993–2001: (SABMiller) acquired all 11 Central European breweries.

1991 1999 2005 Birell, later to become the Lech Browary receives its most popular non-alcoholic Wielkopolski and Tyskie second Beer Oscar and beer in the Czech Republic, Browary Książęce merge the main prize in the is launched. Brand new and form Kompania world’s most prestigious technology for making non- Piwowarska SA. beer competition— alcoholic beer using unique The Brewing Industry yeasts without interrupting International Awards. the fermentation process is utilized. 10 Asahi Breweries Europe Group Our pride

We are the custodians of some of the most admired and some of the most popular beer brands in the world. In all our breweries, we produce beers we are proud of. Which brands please your taste buds?

In 1842, pi- Velkopo­ ­ Combin- oneering brew- po­vic­ký Kozel ing a crisp, clean master Josef has come a taste with min- Groll introduced long way, but imalist, metal- his revolution- the award-win- lic silver pack- ary beer in the ning Czech aging, Japan’s

west Bohemi- Kozel beer still retains best-selling beer an city of Pl- its authentic, is a global icon. zeň (aka Pilsen). easy-drinking fla- Launched in 1987, Since then, its se- vour and distinc- Asahi Super Dry crets have been tive “billy goat” transformed the handed down from emblem. Japanese beer mar- generation to gen- The initial brewing ket, offering a fresh eration, and his in- took place in the alternative to the vention soon be- village of Velké Po­ heavier, maltier fla- came the most po­vice in 1874 at vours then available. popular style of beer a brewery founded Instead, the new ar-

on the planet. by Prague industrialist Asahi Super Dry rival provided a beer At a time when beers Baron František Ringhof- that tasted as different as were brown and murky, Pils- fer. The beer has become the it looked: a highly attenuated la- ner Urquell’s clear, golden colour biggest selling Czech brand world- ger with a crisp, dry taste, reminis- caused a sensation. But Pilsner Ur- wide without ever forsaking its small- cent of the beers of northern . quell doesn’t just look good. To this town roots. Asahi’s relentless focus on quality be-

day, the beer uses only the very finest Produced using only the finest Saaz gins with the ingredients: carefully se- 100% Czech ingredients and a metic- , Pilsner malted barley and soft lected strains of yeast, an exclusive ulous brewing process dating back to forest spring water, Velkopopovický supply of malted barley, rice and hops Groll’s time. It takes longer, but taste Kozel still has the same well-balanced of the highest quality. can never be compromised. taste and delicious hoppy aroma today. These ingredients are handled with the To give the beer its beautifully bal- Because of this, Kozel picked up nu- utmost care during a highly innovative anced caramel flavour, malt produced merous awards in recent years, among brewing process, ensuring every Asa- from specially grown two-row barley them the Australian Beer Award, the hi Super Dry shares the same excellent is mashed three times over an open Czech Beer of the Year prize and the taste, no matter where it’s served. flame, using the local area’s unusually World Beer Cup. This consistency has made it one of soft water. Later, Saaz hops lend Pilsner Along with golden , the Velké the largest Japanese beer brands Urquell its wonderful aroma and gentle Popovice brewery also produces worldwide, selling more than 100 mil- bitterness. It’s a combination that liter- Kozel Černý, a distinctively Czech dark lion cases per year for more than ally changed the world of beer. beer made from four types of malt. 25 years. 11

Tyskie Lech Ursus The Tyskie story begins in 1629, Lech is a classic, easy-to-drink beer Strong, bold and adventurous, Ursus when the noble Von Promnitz family from western ’s Wielkopolska takes its name and its spirit from the established the “Princely Brewery of region and one of the country’s most- Latin word for “bear” and remains Ro- Tychy” in Tychy, Upper Silesia. loved beer brands. mania’s leading premium beer brand. A long-standing favorite among Poles, The brewery’s best-known beer is Lech This refreshing lager is made using the now iconic Polish lager still features Premium, a medium-bodied lager of two types of malt and 100% hops the brand’s distinctive white labels average sweetness and mild bitterness. and offers an unmistakably refreshing bearing the crown of Jan Sobieski, the Made with carefully selected propor- flavour. Polish monarch at the time the brewery tions of pale malt and Polish hops, The Ursus brand is a celebration of opened. Lech’s smooth taste and high carbo- life, built on the belief that we’re stron- With an aroma blending hops, caramel nation offer consumers the perfect ger, braver and happier together. and a hint of fruit, Tyskie’s recipe offers refreshment. Ursus was born in Cluj-Napoca in the perfect balance of sweetness and Along with traditional lagers Lech Pre- 1878, but brewing in the city dates bitterness. mium and Lech Pils, the Wielkopolska back to the early 18th century. A craft At the Brewing Industry International brewery also offers a ground-breaking mini-brewery now stands on the ori- Awards, Tyskie is the only beer to have range of flavoured, low-alcohol and ginal site, offering aficionados a look twice won the gold medal in its catego- non-alcoholic beers to suit everyone’s behind the scenes at the beer-making ry along with the champion beer prize. taste buds. process.

Timisoreana Dreher Šariš Romania’s most-loved and best-selling Beer has been brewed in Budapest’s Everyone, it seems, is an “Easterner at beer remains as close to the peop- Kőbánya district for more than heart” when it comes to Šariš, Slova- le today as it was in 1718, when the 160 years, but it wasn’t until “King of kia’s most modern brewery. The beer’s country’s first brewery opened in the Beer” bought the com- branding draws on eastern ’s historic city of Timișoara. pany in 1862 that its history truly begins. unique character but is popular every- Using a traditional recipe, Timisoreana Carefully selected ingredients, crystal- where it’s served. brings the brewmasters’ art into the clear well water drawn from protected Šariš’s best-loved product is its 12% present day, not only through passion wells, and production techniques per- lager, a premium beer made with light for creating excellent beers, but also fected over decades all contribute to malt and a two-phase fermentation by emphasising sustainable deve- the unique flavour of Dreher beers. process. And in 2017, the brewery lopment and the responsible use of Thanks to using two types of hops, celebrated its 50th anniversary by natural resources. the beer holding Dreher’s name boasts launching a new, improved Golden 12%, In the words of Australian International a rich bitterness and beautiful golden boasting an even richer flavour. Beer Awards judge Peter Manders, this colour, complemented by a full body. Šariš beers are frequent recipients of process creates an “exceptional beer Dreher is Hungary’s number one international honours, including three with a flavour and taste that perfectly brewery and its top premium beer gold medals at the Monde Selection correspond to its category.” brand, also known these days for its world quality contest in Brussels. hop-based innovations. 12 Asahi Breweries Europe Group Get yourself a drink Thirsty for a good beer? Look to the list of countries and available Asahi labels below so you know what to look for the next time you hit the local bar, pub or shop. Let’s have a sip of something extraordinary...

Czech Republic

Pilsner Urquell Excelent Kozel Birell Master Asahi Super Dry Kingswood

Slovakia

Šariš Birell Pilsner Urquell Kozel Smädný Mních Gambrinus Frisco Radegast Kingswood Asahi Super Dry Excelent

Poland

Tyskie Grolsch Lech Asahi Super Dry Żubr Dębowe Dojrzałe Mocne Prażubr Redd’s Książęce Wojak Pilsner Urquell Gingers Kozel 13

Hungary

Dreher Arany Ászok Pilsner Urquell Kozel Asahi Super Dry Kőbányai D24 Kingswood

Romania

Ursus Timisoreana Pilsner Urquell Peroni Nastro Azzurro Grolsch Asahi Super Dry Azuga Ciucaș Stejar

Export Markets

Pilsner Urquell Kozel Tyskie Peroni Nastro Azzurro Grolsch Gambrinus Timisoreana

Find all our brands on our web page www.asahibreweries.eu 14 Asahi Breweries Europe Group Our purpose is to inspire better drinking experiences by brewing Kando moments. 15 Our purpose is to inspire better drinking experiences by brewing Kando*

Kando is the feeling of deep satisfaction that we get as brewers from exceeding consumer moments. * expectations by providing the highest quality. 16 Asahi Breweries Europe Group What we stand for

We are brewers and we respect 1brewing traditions. We shape our categories for a positive2 future. We inspire consumers 3to choose our brands. 17

We premiumise our scale, and scale 4our premiumisation.

Our capabilities are diverse, deep and strong. 5 18 Asahi Breweries Europe Group

1 2 3 Milling Water Preparation Mashing

In the brew house, different The presence of minerals is critically The grist is then transferred types of malt are crushed important to the final flavour. Soft to a mash tun, where it is together to break up the grain water with low mineral levels is mixed with heated water. The kernels in order to extract ideal for pilsner-style lagers. When process uses natural enzymes fermentable sugars, producing brewing ales, it is best to have water in the malt to break the malt’s a milled product called grist. with high levels of sulphates, calcium starch down into sugars. and other ions.

7 Maturing

The fermented beer How is transferred to the maturing tanks, where the beer settles and any sediment drops to the bottom. Maturation can take several weeks. This we brew is also the time when the brewmaster’s carefully crafted flavours and aromas develop. 19

4 5 6 Boiling Cooling Fermenting

The mash is then pumped After boiling, the wort is As the fermenter is into the lauter tun, where transferred to a whirlpool filled, yeast is added. a sweet liquid (known as where any malt or hop The yeast consumes wort) is separated from particles are removed the sugars in the wort the grain husks. The wort is to leave a liquid that is and produces alcohol, brought to a controlled boil ready to be cooled and flavour and carbon before the hops are added. fermented. dioxide. Depending on the type of beer, the wort may be boiled up to three times.

8 9 Filtering Serving

The beer is filtered Temperature, in order to remove glassware, speed all solid particles. and angle of serve The result is a crystal vary depending on clear, brilliant and the beer, but are all dazzling beer. crucial to the perfect serving. Great tapsters take pride in delivering the perfect pour every time. 20 Asahi Breweries Europe Group We care Asahi holds sustainability as its responsibility. Therefore, our minds are set on continuing to help protect the environment. This is how we do it.

We source our Ingredients responsibly

To brew a perfect beer means we need to use only the best ingredients. At our breweries, we pay extraordinary attention to the selection of individual ingredients: water, malting barley and hops. We do our We best to: reduce encourage emissions reductions, 1. Source locally as often as our Carbon we also have a business interest in possible. In the Czech Republic maximising our carbon efficiency. and Slovakia, 100% of the bar- Footprint ley we use is of local origin. 2. We always strive to make We reduce our Carbon Foot- sure that our breweries and 2 Nurture long-term cooperati- print in terms of our carbon suppliers observe top envi- on with our suppliers. The key dioxide emissions (which are ronmental norms in compliance principles of a partnership inc- still relatively small compa- with internationally recognised lude correct relations, fairness red with other industries). In standards. and the long-term nature of demonstrating leadership for our relationships. other similar businesses, we 3. We create value by reducing feel responsible to facilitate the our waste and carbon footprint necessary shift to a low-carbon throughout the value chain, economy. driving down emissions from brewing, promoting sustainable 1. With the increased use of packaging and prioritising financial tools and regulations to low energy fridges.

CO2 production (CO2 in kg/hectolitre of beer produced in 2017)

7.22 6.47 5.01 4.59 4.93

Czech Republic Slovakia Poland Romania Hungary 21

We support We value Beer Culture Water

Water is absolutely essential in production of our beers. We carry out regular asse- ssments of the risks related to the quality and availability of water used. Over the past years, we:

1. Reduced the volume of water used in beer production signi- ficantly.

2. Rank among the world’s top brewing companies. We also treat and reuse as much water We believe that our beers are in the plant as possible. best enjoyed in a pub. We care about the beer culture, which is why we:

1. Provide regular training for the owners of pubs and restaurants, handing down our experience.

2. Grow our network of tank pubs all around Europe, serving the freshest beer possible, which tastes the same as in the brewery. Water consumption (water in litres/litre of beer produced in 2017) 3. Train tapsters how to make the perfect pour because we simply want consumers to en- joy a perfectly crafted beer. 2.96 2.82 2.63

Czech Republic Slovakia Poland CERTIFICATIONS WE RECEIVED: ISO 9001 (Quality) ISO 14001 (Environment) OHSAS 18001 (Workers Safety) 2.87 2.99 ISO 22000 (Food Safety) ISO 50001 (Energy Management) Romania Hungary 22 Asahi Breweries Europe Group Drink and think

Our premium beers bring We comply with all local, national and 1 international laws and regulations relating pleasure and enjoyment to to the development, marketing and sale of people all over the world. alcoholic beverages. We want our great brands We follow company and industry-wide to be a pleasant part of 2 ethical codes when promoting and selling our products, going far beyond the legislative our consumers’ lives, obligations placed upon us. which is why we strongly We engage our employees, who act as role advocate a responsible 3 models and, as such, are required to abide approach to the promotion by internal rules on consumption of alcoholic beverages both during and outside their and consumption of our working hours. products. We offer a wide range of either non- 4 alcoholic variants of our alcoholic brands There are things that we, as or unique non-alcoholic beer-inspired brands, so that people have more choice while still producers, can do that make enjoying the great taste of beer. a difference: We contribute effectively to third- 5 party efforts to advance research into the health, social and economic aspects of alcohol consumption, as well as solutions to irresponsible drinking of alcohol.

We run a range of prevention campaigns 6 that support responsible drinking, tackling We are in particular the most pressing issues. These include underage drinking, binge drinking, passionate about driving under the influence of alcohol and drinking during pregnancy or while creating quality breastfeeding. products that our consumers can enjoy responsibly. 23

Our Our commitments activities

• We are currently working We are communicating our brands ethically, which means: intensely towards fulfilling We restrict minors’ We filter content for the Beer, Wine and Spirits access to our product underage users of social Producers’ Commitment to 18- advertisements. media. Reduce Harmful Drinking. We use only actors or We do not depict models of minimum or promote excessive • We are also part of the 25+ age of 25 in our drinking. ongoing commitments made advertisements.

by The Brewers of Europe. We monitor the airing We require a confirmation times of our of age upon entrance to commercials. websites of our brands (age-gate).

We provide proper information to consumers:

100 % of our labels and packaging materials carry i a message pointing out the risks of irresponsible consumption of alcohol.

We have set up a dedicated website, www.aboutalcohol.com. Since 2016, we have provided ingredients and a nutritional i declaration for all our brands either on labels or through this website.

Our products Don’t drink Alcohol and are for adults and drive pregnancy only do not mix 24 Asahi Breweries Europe Group

Asahi Group Holdings, Ltd. (Japan)

Asahi Breweries Europe Ltd. (UK)

Kompania Piwowarska SA (Poland)

Plzeňský Plzeňský Prazdroj Prazdroj, a. s. Slovensko, a. s. (Czech Republic) (Slovakia) 25 Where the pipes go

Asahi Breweries Europe Group covers five brewing companies, all with a leading position in their market. Two export businesses take care of our expansion around Europe and Asia Pacific. With our headquarters in Prague, we sit right in the heart of Europe.

Asahi CE & Europe Services s.r.o. (Czech Republic)

Dreher Asahi AE Brands Ursus Breweries S.A. Sörgyárak Zrt. Brands Europe a.s. Korea (Romania) (Hungary) (Czech Republic) (South Korea)

* Simplified Group structure 26 Asahi Breweries Europe Group Places behind the beer

We run 11 breweries in 5 countries around Central Europe. The values linking them together are tradition and technology. In all our breweries, we are proud of where we’ve come from and we apply science and technology towards a better future.

Tychy Białystok Poznań

Velké Popovice Nošovice Plzeň Veľký Šariš

Brasov Budapest

Timisoara Buzau www.asahibreweries.eu