Japan: Asahi Breweries named new president from soft drink unit

Japanese beer brewer Asahi Breweries Ltd. announced on January 10 it has appointed Hitoshi Ogita, the 64-year-old president of key subsidiary Asahi Soft Drinks Ltd., as its president to succeed Koichi Ikeda, contingent on approval at a shareholders' meeting slated for March 30, according to Kyodo News.

The replacement in the brewer's top management would mark the first time for Asahi Breweries to pick its president from a subsidiary. Ikeda will assume the posts of chairman and chief executive officer with the right to represent the parent firm in making transactions with other companies, the brewer said.

Asahi Breweries wants to enhance its competitive edge in a marketing race with rivals on the basis of the top management reshuffle. Asahi, which in 2005 seized the top slot in the Japanese market for beer and beer-like sparkling alcoholic drinks, has been vying with Kirin Brewery Co. in a dead heat competition in recent years.

Ogita has been building up his professional career in the Asahi Breweries-led group of companies. In 1965, he kicked off his career at the parent and then assumed the Asahi Soft Drinks vice presidency in 2002.

He then took the helm at the soft drink maker which had been operating in the red until then, turning around its corporate fortunes by devising measures to fuel sales of its key beverage products such as Wonda canned coffee and Mitsuya Cider.

Ikeda, known for his decision to lead his company to enter the so-called "third-category beer" market, said at a news conference, "I'm passing the baton to the most appropriate person by taking into account business conditions at group companies."

Ogita said at the same news conference, "This year represents a crucial year for the Asahi group as we will be wrapping up our (medium-term) business improvement program."

"I'd like to live up to my new duties by making the company speed up its operations in view of many vigorous Asahi Breweries employees full of the challenging spirit," he said. Asahi Breweries in 2002 sent Ogita to serve as Asahi Soft Drinks vice president. He assumed the subsidiary's presidency the following year.

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