BrewDog has announced the launch of a joint venture in Japan with local brewing giant Asahi that will see the Scottish firm’s Punk IPA, Hazy Jane, and Elvis Juice craft beers rolled out across the country from this month.
The joint venture – over which BrewDog will retain a controlling interest – will be known as ‘BrewDog Japan’ and is the first of its type for the company. It will operate as a standalone entity with its own sales, marketing and back-office teams and will focus exclusively on the distribution and marketing of key BrewDog brands in Japan.
Whilst BrewDog beers are already available in limited locations across the country, BrewDog stated that the joint venture will increase significantly the number of outlets where its beers are sold.
The joint venture will be run by newly appointed Chief Operating Officer, Daisaku Okuda, who has over 30 years of experience in the drinks industry, including nearly 20 years at Asahi Japan, most recently as General Manager, Spirits & Liqueurs. His sales and marketing team will be based in offices in central Tokyo, working closely with BrewDog’s HQ in Ellon, Scotland.
Commenting on the partnership, Okuda said: “With its reputation for high-quality craft beers, BrewDog already has an established fanbase in Japan. We’re pleased to launch the business operation in Japan to help bring great beer to consumers across the whole country.”
James Watt, CEO of BrewDog, added: “We’re excited to be growing our presence in Japan and, in Asahi Japan, to be doing so in partnership with one of the most prestigious names in the drinks industry. BrewDog’s beers are now enjoyed in over 60 countries around the world and it’s a great testament to the quality of our beers, not to mention the excellent taste of Japanese beer drinkers, that we have this opportunity to grow further in such a significant market.”
BrewDog highlighted its international expansion was a key focus for the business with further announcements expected soon.
The move comes as BrewDog meets with bankers about a likely London listing, having appointed Rothschild as independent adviser to the IPO process.
“We see [the IPO] as a key part of our future,” Watt is quoted by the Financial Times as saying. The joint venture “is a new type of initiative for us … If this is successful in Japan there might be similar type agreements with other partners in other geographies.”
Last week, it was reported that BrewDog was planning to enter the soft drinks market after it registered the named SodaDog.
