Japan’s largest brewer, Asahi Group Holdings, has been hit by a major cyberattack that forced a suspension of its domestic shipping and customer service operations, the company confirmed on Monday.
Asahi said there was no evidence so far of any personal or customer data being leaked, but acknowledged that order processing and shipments in Japan, along with customer support, had been halted.
The company — which owns global brands including Peroni, Pilsner Urquell and Grolsch, as well as Fuller’s in the United Kingdom — issued an apology to customers and business partners, saying:
“We are actively investigating the cause and working to restore operations; however, there is currently no estimated timeline for recovery.”
Domestic Disruption
The company stressed that the system failure was limited to Japan, with no impact on European operations or beer supplies in the U.K. Still, the disruption is expected to be significant. Roughly half of Asahi’s global sales come from its home market, leaving the group exposed to supply chain and revenue risks.
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A Known Risk
In its 2024 risk assessment report, Asahi had listed cyberattacks as one of its main medium-term threats, warning that such incidents could disrupt operations, choke cash flow, and tarnish the company’s brand image.
A Wider Trend
The incident underscores the growing vulnerability of multinational corporations. In recent months, U.K. giants including Harrods, Jaguar Land Rover, Marks & Spencer and the Co-op have all faced cyberattacks, highlighting the expanding scope of digital threats that are no longer confined to financial institutions alone.
Market Challenges at Home
The cyberattack comes at a delicate time for Asahi. Japan’s domestic alcohol market has been shrinking as younger generations drink less. To counter the shift, Asahi’s chief executive, Atsushi Katsuki, announced last year that the brewer aims to double the share of its low- and no-alcohol beverages to 20 percent of overall sales. A prolonged systems failure, analysts warn, could complicate that strategy.
Expert Perspective: A Global Warning
Indian cybercrime expert and former IPS officer Triveni Singh said the attack on Asahi is a reminder that even industrial and consumer goods companies are no longer insulated from digital threats.
“Cyberattacks are no longer limited to banks or financial institutions. They are now disrupting supply chains, customer services and brand reputation directly. The Asahi incident proves that even global corporations are not immune. Emerging markets like India must take note: cybersecurity is not a cost, but an investment tied to business survival.”
Lessons for India and Beyond
India has itself seen high-profile cyber incidents in recent years, from ransomware attacks on AIIMS Delhi to breaches in payment gateways and FMCG supply chains. Experts caution that a single vulnerability can paralyze operations and erode consumer trust within hours.
The Asahi case, analysts say, is a wake-up call for businesses worldwide. Whether in Tokyo, London or New Delhi, cyber resilience has become as vital as financial strength or market share.
