Asahi focuses on the US market as tariff uncertainties persist - WSJ

According to The Wall Street Journal's interview with CEO Atsushi Katsuki, Asahi Group Holdings, one of Japan's largest beverage producers, is making a significant investment in the U.S. market. The company is restructuring its investment strategy in response to President Trump's tariff threats. Asahi has allocated $35 million to increase the production capacity of its Wisconsin facility, which it acquired last year. Production of its best-selling product, Asahi Super Dry beer, is expected to begin by the end of this month.

This move by Asahi is a direct response to the limited consumer penetration in the U.S. compared to its strong presence in Europe and the Asia-Pacific markets. The Japanese firm plans to invest further in U.S. facilities for beer production and potentially other beverages. Tariff uncertainties affecting European products have forced Asahi to rethink its supply chain. The company is also supporting innovation in the beverage sector by establishing a venture capital fund focused on premium non-alcoholic and low-alcohol beverages.