Germany: Asahi’s German subsidiary continues strong performance in Q1 2025

The German subsidiary of Japanese brewing group Asahi continued its strong performance in the first quarter of 2025, reporting significant growth and extending the positive trend seen in the previous year. Despite a declining overall market, the company says its sales volume rose by around five percent compared to the same period last year, FreshlyBottled reported on June 12.

Key growth drivers remain the international premium brands Peroni Nastro Azzurro and Tyskie. In 2024, Peroni grew by 33 percent, while Tyskie increased by eight percent. The alcohol-free variant Peroni Nastro Azzurro 0.0% continues to gain popularity, according to Asahi.

In total, Asahi Brands Germany reported sales of 675,000 hectoliters in 2024. In contrast, data from the German Federal Statistical Office show that beer sales across the industry declined by 1.4 percent during the same period.

For the second quarter of 2025, the company plans national marketing campaigns for Peroni (TV, outdoor, digital) and Tyskie (outdoor, digital), along with numerous sampling activities aimed at further increasing brand awareness. Managing Director Jan Krafka sees continued growth potential, particularly in the premium and non-alcoholic segments.