Cyberattack paralyzes Asahi’s production – rivals move immediately

The attack took place on Monday last week and although it did not directly affect production, the logistics system was completely shut down. An Asahi spokesman told AFP: “There is currently no indication that the system will be restored immediately.” The company is investigating whether a ransomware attack could be behind the attack.

The consequences of the shutdown are being felt quickly: Japanese restaurants and stores are starting to run out of stock, especially of the popular Asahi Super Dry beer, the company’s best-selling brand. The 7-Eleven chain has only issued warnings to customers, but supply disruptions are expected to worsen as restaurants also buy up store stock.

Market rivals including Kirin Holdings and Suntory Beverage & Food have already indicated that they are ready to increase their shipments and take over the market gap left by Asahi. Some restaurant chains, such as Kisoji, are already considering switching suppliers.

According to an analysis by Bloomberg, the case highlights the vulnerability of Japan’s food and beverage sector: the industry is highly dependent on digital logistics chains, in which a single cyberattack can have a domino-like effect.

Asahi shares have fallen 6.74 percent in the past five days, and the company has been forced to postpone the launch of several new products, including soft drinks, coffees and throat lozenges.

Analysts say Asahi’s only hope is its loyal consumer base, which can help it weather the crisis in the short term. In the Japanese market, beer consumption per capita in 2023 was 35.4 liters, equivalent to about 54 pints – this demand could now play a crucial role in how quickly the company can recover.