Asahi Group Holdings, Japan’s leading beverage producer, has been forced to suspend operations at most of its domestic factories following a ransomware attack that crippled its digital infrastructure.The incident, which began late last month, has halted production of Asahi Super Dry — the nation’s top-selling lager and a cultural staple enjoyed by millions — raising fears of widespread shortages in supermarkets, convenience stores, and traditional izakaya pubs across the country.
The attack targeted Asahi’s ordering, delivery, and customer service systems, rendering them inoperable and forcing the company to revert to manual processes like phone-based order handling. With around 30 factories idled since Monday, the disruption has rippled through the beverage sector, postponing the launch of new products such as soft drinks, sparkling waters, and even throat lozenges originally slated for mid-October. Retailers, including major chains like Lawson, have warned that stocks of Super Dry could dwindle as early as this weekend, potentially leaving consumers — from casual drinkers to loyal patrons of social watering holes — searching for alternatives amid a market where brand loyalty runs deep.
Asahi, which sold over 73 million cases of Super Dry in Japan last year alone, confirmed the breach to local authorities but emphasized that no customer data appears to have been compromised. The company’s European operations, including production of global brands like Peroni and Grolsch, remain unaffected, highlighting the localized nature of the assault on its Japanese logistics network. Cybersecurity experts suggest the malware likely encrypted critical files, a common tactic in ransomware schemes that demand payment for decryption keys, though Asahi has not publicly disclosed any ransom requests or the attackers’ identity.
This episode underscores the growing risks to operational technology in industries like manufacturing and food production, where interconnected systems promise efficiency but expose companies to swift, cascading failures. Asahi joins a troubling lineup of recent victims, including British retailer Marks & Spencer and automaker Jaguar Land Rover, where similar disruptions have led to multimillion-dollar losses and supply chain bottlenecks. In Japan, where the beer market faces additional pressures from shifting consumer habits — such as younger generations opting for non-alcoholic options — the outage could exacerbate economic strains for wholesalers, pub owners, and everyday buyers alike.
For those affected, the human element is palpable. Pub operators in Tokyo have already pivoted to competitors like Suntory or Kirin, but many express reluctance, citing Super Dry’s crisp profile as irreplaceable in social settings that foster community and relaxation for diverse groups.
As recovery efforts continue with the aid of external specialists, Asahi has apologized to partners and customers, vowing to prioritize safe system restoration without a firm timeline. Broader lessons from the incident may push regulators and businesses worldwide to bolster defenses, including zero-trust architectures and rigorous supply chain audits, ensuring that everyday essentials remain accessible to all.
