Asahi Group Announces New Group Corporate Logomark and Corporate Statement

(Tokyo, Japan - March 5, 2024) – Asahi Group Holdings, Ltd. proudly announced today the introduction of a new group corporate logomark and corporate statement, set to take effect from April 1, 2024. This strategic move is in alignment with the Group's progressive transformation into a truly global organization and its dedication to enhancing corporate value　by further strengthening its global corporate brand across the group.

-Background
Founded in Japan in 1889, Asahi Group Holdings now boasts a diverse collection of brands centered on beer, alcohol and non-alcohol beverages, and food. The Group's global expansion strategy, which includes the establishment of robust business foundations worldwide, has greatly amplified its global footprint. Today, nearly half of its total revenue is generated from its overseas operations. Furthermore, its workforce has expanded beyond borders, with more than half of its employees operating internationally, reflecting its swift evolution into a diverse, global organization.
Recognizing these changes, the company has redefined its group corporate identity and introduced a new corporate logo and corporate statement.

-About the New Group Corporate Logomark
The new logo incorporates the established Asahi logo, complemented by a 'Sunrise Arc' in yellow and the word 'GROUP' in Asahi’s signature blue color. The Asahi logo symbolizes the trust we have cultivated with our stakeholders throughout our history. The 'Sunrise Arc' signifies the morning sun, or 'asahi' in Japanese, symbolizing the company's aspiration to brighten the world as the morning sun does. This intuitive design aims to communicate the meaning behind the Asahi name to a global audience, regardless of language barriers. The fan-shape formed by the 'Sunrise Arc' emanating from the 'GROUP' symbolizes the group's growing aspirations, potential, and possibilities as a global enterprise. Furthermore, the chosen colors of blue and yellow represent the Earth and Sun, as well as water and light. The colors reflect the Asahi essence, embodying the coexistence of tradition and innovation, the union of passion and integrity, and the combination of trust and challenger spirit. The new corporate logo will mainly be featured in corporate communications and other information disseminated by Asahi Group Holdings and the four regional headquarters in Japan, Europe, Oceania, and Southeast Asia.

-About the New Corporate Statement
The new corporate statement is designed to enhance the Asahi Group Philosophy (AGP), a guiding ethos introduced in 2019 that underpins all business activities and is centered around the Group’s mission to “deliver on our great taste promise and bring more fun to life”. 
The Asahi Group’s refined corporate statement－“Make the world shine - we bring people together to make the world shine brighter”－ underscores its dedication to uphold the AGP and highlights the societal value and overall Group’s purpose. The new corporate logo and the accompanying corporate statement are crafted to convey its unique message clearly, underlining the Group’s commitment to building a sustainable future.

 
-Atsushi Katsuki, President and CEO, Asahi Group Holdings, said:
The Asahi Group has transformed into a diverse global corporation, encompassing approximately 30,000 colleagues worldwide. This growth and global expansion have been propelled by the successful unification and integration of various businesses into the Asahi family. Our new group corporate logomark represents our aspiration to not just grow as a global organization, but also to serve as a ray of hope, making people’s lives shine brighter. Alongside this, our corporate statement articulates our commitment to build connections among people, thereby paving the way for a sustainable future together. We believe that through these connections, we can contribute to a brighter world, both today and in the future.
The new corporate logo and statement are designed to provide a clear guide for Asahi Group employees. By gaining a comprehensive understanding of the meaning and essence of ‘Asahi’, we hope to foster greater collaboration and co-creation with all stakeholders. As the Asahi Group, we are focused on building a corporate brand that reflects our global standing and remain committed to creating unique social value inherent to Asahi and a corporate value that surpasses the combined value of our various businesses.