Japanese brewing powerhouse Asahi Group Holdings has fallen victim to a significant cyber-attack, resulting in a widespread ‘systems failure’ that has disrupted its shipping and customer service operations in Japan. The company, renowned for its global beer brands such as Peroni, Pilsner Urquell, and Grolsch, confirmed that its European operations, including the UK, remain unaffected. However, the incident has forced the suspension of order and shipment activities domestically, as well as customer service functions. Asahi, which also owns Fullers in the UK—producer of London Pride and other beverages—has issued an apology to its customers and business partners, emphasizing that no personal data breaches have been detected. The company is actively investigating the cause and working to restore operations, though no timeline for recovery has been provided. This cyber-attack underscores the growing threat of digital crime to major corporations, with Asahi previously identifying such risks in its 2024 report. The incident comes amid a challenging domestic market in Japan, where declining alcohol consumption among younger generations has prompted Asahi to pivot toward zero or low-alcohol beverages, aiming to double their share of overall sales to 20%.