Japan is now confronting an unexpected scarcity of one of its most cherished beverages—Asahi Super Dry, the flagship beer produced by Asahi Group Holdings. This shortage does not stem from supply chain inefficiencies or fluctuations in consumer demand, but rather from a damaging cyberattack that has severely disrupted the company’s operations. In an official statement released on September 29, the Tokyo-based brewing giant confirmed that it was grappling with a profound system failure, directly attributable to the malicious digital intrusion. The incident has left its primary technological infrastructure incapacitated, preventing normal operational functions across Japan.
Multiple media outlets have reported that the aftermath of the attack has been grave: production activities at the majority of Asahi’s thirty domestic manufacturing facilities have been brought to a halt. Since September 29, the company has been unable to restore brewery operations, leaving shelves increasingly bare and consumers uncertain about future availability. This prolonged halt underscores how a single cyber incident can ripple outward, immobilizing production capacity and threatening the stability of a product long embedded in Japanese cultural and social life.
Although Asahi reassured the public that, as of this moment, there is no evidence suggesting that customer data has been compromised, it simultaneously confirmed extensive suspensions to its business activities within Japan. Ordering systems have been rendered ineffective, shipments have ceased entirely, and even essential customer support functions—such as call centers and service desks—were forced offline. The brewery emphasized that the malfunction and disruptions appear confined to its domestic operations rather than extending to its international network. Nevertheless, the company conceded that it cannot yet predict when full recovery of its systems will be achieved, leaving both consumers and retailers in a state of continued uncertainty.
Asahi Group Holdings is internationally recognized not only for its celebrated Super Dry beer but also for its ownership of well-known global brands, including the Italian favorite Peroni. The company’s financial strength had appeared robust prior to this crisis, with first-half fiscal 2025 sales amounting to 1.36 trillion yen—equivalent to approximately 9.24 billion U.S. dollars. However, investor confidence has visibly wavered in the wake of the attack. Over the past week alone, market data indicates that Asahi’s stock has plunged more than 6.5 percent, while its valuation is down nearly 7 percent in the past year, reflecting how digital security vulnerabilities can significantly influence financial markets.
The ramifications are beginning to cascade beyond corporate headquarters into everyday consumer life. Prominent Japanese retailers, including the convenience store chain Family Mart, have already issued public warnings. They cautioned that their shelves may soon face shortages of Asahi alcoholic beverages and openly acknowledged that their own line of private-label drinks could also be affected by the suspension of Asahi operations. In a statement issued on Thursday, Family Mart reiterated that orders and shipments had ground to a complete stop following the September 29 cyberattack, and no timeline for resumption was in sight.
The impact has been immediately visible at storefronts. According to reports from Bloomberg, customers at 7-Eleven locations across Japan were greeted with notices explaining that deliveries of Asahi Super Dry beer—alongside other widely consumed products such as Mitsuya Cider soda—had been suspended indefinitely. These visible disruptions illustrate how swiftly a cyberattack against a corporate entity can extend to the public, interrupting access to everyday goods.
Asahi representatives, when approached by Business Insider for further comment or clarification on the situation, did not provide any direct response. For now, the company, its retailers, and consumers alike must endure a period of uncertainty, waiting to see when one of Japan’s most iconic and beloved beverages will once again flow unimpeded from brewery to bar and from store shelf to household refrigerator.
Sourse: https://www.businessinsider.com/japan-asahi-super-dry-beer-stocks-lawson-family-mart-cyberattack-2025-10
