BrewDog enters partnership with Asahi to expand in Japan

The joint venture (JV), in which BrewDog will retain a controlling interest, will be known as BrewDog Japan.  

The business will operate as a standalone entity with its own sales, marketing and back-office teams and will focus exclusively on the distribution and marketing of key BrewDog brands Japan. 

It said that whilst BrewDog beers are already available in limited locations across Japan, the joint venture would invest to grow brand awareness country-wide and to increase significantly the number of outlets where BrewDog is available. . 

Strategic options

BrewDog said it had explored a number of strategic options to accelerate the expansion of its business through the fast-growing Asian markets. 

The Scottish brewer said it has a growing presence across Asia in China, South Korea, Thailand, Hong Kong, Macau, Singapore, India, Taiwan, Malaysia and Indonesia, Tokyo, Shanghai, Seoul and Mumbai. It also has plans to open in New Delhi in

James Watt, CEO of BrewDog said: “We’re excited to be growing our presence in Japan and, in Asahi Japan, to be doing so in partnership with one of the most prestigious names in the drinks industry. BrewDog’s beers are now enjoyed in over 60 countries around the world and it’s a great testament to the quality of our beers, not to mention the excellent taste of Japanese beer drinkers, that we have this opportunity to grow further in such a significant market.”

Fanbase in Japan

The JV will be run by newly appointed chief operating officer, Daisaku Okuda, who brings with him over 30 years experience in the drinks industry. 

Okuda, COO of BrewDog Company Japan, said: “With its reputation for high-quality craft beers, BrewDog already has an established fanbase in Japan. We’re pleased to launch the business operation in Japan to help bring great beer to consumers across the whole country.”