As Japan enters its busiest beer-drinking period, the nation’s biggest brewer, Asahi Group Holdings Ltd., continues to face the brunt of the Asahi cyberattack that has crippled its operations for more than a month. The Asahi cyberattack, identified as a ransomware incident, has severely disrupted the company’s internal systems that manage online orders and shipments, forcing the brewer to fall back on manual processes and slow production to a near standstill.
According to company representatives, Asahi’s shipments have dropped to just 10 percent of normal levels as the firm processes orders in person, over the phone, and even by fax, a throwback to pre-digital business methods. The disruption comes at a critical time: December typically marks Asahi’s strongest sales period, with its signature Super Dry beer accounting for 12 percent of annual sales.
Industry analysts expect that the beer shipment data for October, due out on Thursday, will shed light on how much market share Asahi may have lost to competitors in the wake of the attack, as reported by China Daily.
The Asahi Cyberattack Supply Struggles Hit Bars and Restaurants
The impact of the Asahi cyberattack has been felt sharply across Tokyo’s bustling bar scene. In Shimbashi, Kohei Matsuo, owner of Bier Reise ’98, said that 80 percent of his beer sales once came from Asahi’s Maruefu brand. Within a week of the attack, he was out of stock and had to pivot to other domestic and imported beers.
“If supply doesn’t recover and I have to suspend the all-you-can-drink plan, it’s likely to hurt year-end party attendance,” Matsuo said.
Meanwhile, in Ueno, Hiroyuki Iida, manager of Izakaya Ueno Ichiba Honten, said his restaurant briefly switched to products from Sapporo Holdings Ltd. and Suntory Holdings Ltd. before receiving limited shipments of Super Dry. However, other Asahi items, including Maruefu and its non-alcoholic beers, remain unavailable.
“Wholesalers may be prioritizing larger volume accounts,” Iida noted, adding that the damage has been somewhat milder than initially feared.
Rivals Step In
Competitors have been quick to seize the opportunity. Kirin Holdings Co., Suntory, and Sapporo have been replacing Asahi-branded taps, glassware, and other bar equipment through wholesalers — moves that could make it harder for Asahi to reclaim its presence once supply stabilizes. Analyst Euan Mcleish of Sanford C. Bernstein Japan believes Sapporo stands to gain the most, thanks to its full-malt beer lineup.
Following the October 6 attack, Asahi even lost its No. 1 position in Japan’s retail beer market to Kirin, driven by a surge in sales of Kirin’s Ichiban Shibori brand, according to Nikkei point-of-sale data.
Kirin has adjusted its shipments to ensure a stable supply as demand grows, while Suntory confirmed receiving numerous distributor inquiries and is scaling production. Sapporo also reported ramping up shipments to meet stronger-than-expected demand.
Retail Market Offers Mixed Picture
Despite the widespread disruption, retail stores show a more varied situation. Some OK Corp outlets in central Tokyo continue to stock Super Dry and Maruefu, though shelves for other Asahi products are emptying fast. Major convenience store chains such as Seven & i Holdings Co., FamilyMart Co., and Lawson Inc. still have a steady supply of Super Dry, though shortages of soft drinks and energy beverages from Monster Beverage Corp., which Asahi distributes, are becoming noticeable.
Online retailers show a similar pattern: Amazon Japan lists a 24-pack of Super Dry for ¥5,040, while Aeon Co. offers a 10-can gift set for ¥2,380, with delivery scheduled between December 1 and January 10. In contrast, department stores such as Isetan Mitsukoshi Holdings Ltd. and Takashimaya Co. list many Asahi beer gifts as sold out, a setback for Japan’s year-end gifting tradition, when premium food and beverages are exchanged to express gratitude.
Financial Fallout and Future Risks
The Asahi cyberattack highlights how even major corporations can falter when outdated systems meet modern threats. Analyst Euan Mcleish predicts a ¥15 billion fourth-quarter loss and a 13 percent profit shortfall, while experts like Professor Tetsutaro Uehara point to Asahi’s fragmented legacy systems as a key weakness exploited during the cyberattack on Asahi.
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