Fortune reposted this
A decade ago, Japanese beer maker Asahi benchmarked Italian favorite Peroni Nastro Azzuro as a target to grow sales of its hallmark Super Dry beer in Europe. A couple of years later, it decided to go all-out and buy Peroni as part of a multi-billion dollar deal. The push into Europe, inspired by a declining population in Japan, now appears to be going from strength to strength. I sat down with Asahi CEO Atsushi Katsuki in London recently to discuss how the beer maker's venture into Europe is going eight years after the Peroni acquisition, as well as the company's plans to appeal to a growing low-alcohol audience and its challenges with the ongoing climate crisis. Read the full interview in Fortune: