Asahi Breweries Europe Group 3 It is my great pleasure to introduce the Asahi Breweries Europe Group Established in April 2017, we are the Central European wing of Asahi Group Holdings, a traditional Japanese producer of beer, 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 brewing traditions. We actually gave the world the grandfather of the whole lager beer category, and we are extremely proud that we still brew our Pilsner 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 beers 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 Brewery 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 Kompania Piwowarska 35 Number 1 in country Romania Ursus Breweries Czech Republic 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 Osaka 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 Japan 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 Josef Groll the brewery in Tychy, Romania established, Dojlidy brewery. 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 Budapest. It later Ringhoffer buys the in Cluj-Napoca. established. became the leading brewery that becomes brewery in Hungary. 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: South African Breweries (SABMiller) acquired all 11 Central European breweries. 1991 1999 2005 Birell, later to become the Lech Browary Tyskie 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- Velko po- Combin- oneering brew- po vic ký 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 po vice in 1874 at vours then available. Pilsner Urquell 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 Germany. quell doesn’t just look good. To this town Bohemia 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- hops, 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 lagers, the Velké the largest Japanese beer brands Urquell its wonderful aroma and gentle Popovice brewery also produces worldwide, selling more than 100 mil- bitterness.