Cyberattack Cripples Asahi Operations, Lifts Rival Brewers

Core Insights - Japan's largest brewer, Asahi Group Holdings Ltd., is facing significant operational challenges due to a cyberattack that has disrupted its supply chain and internal systems for over a month [1][2][3] Company Impact - The ransomware attack disabled Asahi's online order and shipment processing system, forcing the company to revert to manual processing methods, which has severely slowed operations to just 10% of normal shipment levels [2][3] - December, typically Asahi's strongest sales month, is particularly affected, with Super Dry accounting for 12% of annual sales volume [3] - Asahi has lost its position as the number one brewer in Japan's retail beer market to Kirin, which has seen strong sales growth following the attack [9] Competitor Dynamics - Competitors such as Kirin, Suntory, and Sapporo are capitalizing on Asahi's supply issues by replacing Asahi's dispensing units and branded glassware, making it difficult for bars to revert back to Asahi products once supply normalizes [7] - Kirin and Suntory are adjusting their shipments to meet surging demand, while Sapporo has increased production to capitalize on the situation [10] Market Conditions - The cyberattack is part of a broader trend of cyber incidents affecting Japanese companies, with other firms like Askul Corp. and Nikkei Inc. also experiencing disruptions [4] - Despite the challenges, some retail outlets still have Asahi products in stock, indicating a mixed supply situation across different sales channels [11] Financial Outlook - Analysts have cut Asahi's core operating profit forecast to a ¥15 billion loss for the fourth quarter due to the disruption and increased marketing costs to regain customers, with expectations of missing full-year guidance by 13% [13] - Asahi's recovery is hindered by outdated systems that were in the process of integration when the cyberattack occurred, highlighting vulnerabilities in its operational infrastructure [14] Industry Trends - Japan's beer market is evolving, with domestic consumption stagnating due to an aging population, prompting brewers to seek growth overseas [17] - The home market remains crucial, accounting for 46% of Asahi's total revenue last year, emphasizing the importance of on-premise sales for brand loyalty [17][18]