E-Malt.com News article: Japan: Brewing giants halt gift beer sales after Asahi cyber-attack

Brewing giants in Japan have partially halted the sale of beer sets for end-of-year gifts after receiving a flood of orders following a cyber-attack on rival Asahi, The Drinks Business reported on October 20.

Japanese brewers Suntory Holdings and Sapporo Breweries have announced the partial halt to sales of gift packs of beer after being inundated with orders.

Both companies announced on October 17 that they would prioritise the supply of regular products over seasonal items in the run up to the winter festivities.

The announcements come as fellow big-name brewer Asahi continues to suffer the fallout of a cyber-attack.

Asahi announced that it had been impacted by a cyber hack in late September.

Last week, the brewer revealed there was “a possibility” that personal information could have been compromised as a result of the breach.

The news came after weeks of reiteration by Asahi that customer and employee information was safe.

Shipments have also been delayed and stocks of Asahi’s beers in Japan have been at risk of shortage as the company deals with the impact of the attack.

As a result of the impact on availability, consumers in Japan have turned to other brewers to buy products.

But now Saporro and Suntory have had to limit beer products destined for gift packs to prioritise the supply of regular channels.

Sapporo said that from next week it would stop delivering 10 gift sets of its signature Yebisu Beer and other products to wholesalers.

Suntory will gradually suspend sales of 13 beer sets, including one set of Chinese zodiac-themed cans of flagship beer The Premium Malt’s. Five standard-design beer gift sets will continue to be made available for sale.

According to Nippon.com, Kirin Brewery Co, another of Japan’s major brewers, is yet to decide its response.



20 October, 2025