A ransomware attack on Asahi has hit its supply chains of the popular Super Dry beer, and is likely to lead to retailers running out of stock this week
Japan is facing a looming shortage of Asahi Super Dry, the country’s most popular beer by consumption, following a ransomware attack that paralysed Asahi Group’s domestic order-processing and delivery systems for nearly a week. Asahi, which also owns brands Peroni, Pilsner Urquell and Grolsch, as well as London-brewed Fullers, confirmed on 3 October that the breach had forced the suspension of transactions and shipments across most of its roughly 30 Japanese plants, undermining supply chains nationwide.
In response, Asahi has resumed only limited outbound deliveries, prioritising existing orders while working with cybersecurity specialists to restore full functionality. The company aimed to bring its customer call centres back online during the week beginning 6 October. However, it has yet to offer a definitive timeline for full system recovery.
Major convenience-store chains including 7-Eleven, FamilyMart and Lawson have warned of tightening stock levels. One major retailer estimated that supermarkets could run out of Super Dry within days, fuelling consumer shifts toward rival brands such as Suntory and Kirin.
The disruption is not limited to beer. Asahi also supplies soft drinks, bottled tea, baby food and store-brand goods to Japanese retailers. The company has postponed the launch of at least eight new products—including fruit sodas and protein bars—amid the operational chaos.
At scale, the threat is substantial: Asahi produces approximately 6.7 million large bottles of beer each day in Japan. Should the outage persist, the shortfall could be severe.
According to Asahi’s second official statement, the company has established an Emergency Response Headquarters. Investigators have confirmed that servers were targeted by ransomware, and there is evidence suggesting unauthorised data transfers. To prevent further damage, affected systems were isolated and external email communication has been suspended.
Crucially, Asahi maintains that no customer personal information has been confirmed leaked at this stage. Its overseas operations, including European beer brands such as Peroni, as well as its business in the UK so far remain unaffected by the attack.
Japan witnessed a rise in cybercrime targeting consumer brands and manufacturers: in 2024, authorities recorded 222 ransomware cases, up 12 % from the previous year. Experts caution that the official figures likely undercount real-world incidents.
Globally, industrial firms have suffered extended shutdowns due to cyberattacks. For instance, Jaguar Land Rover endured a month-long production halt in the UK, prompting government intervention.
On the ground in Tokyo, restaurants report that their last kegs of Super Dry are being poured, with suppliers already substituting rival brands. As retailers brace for stockouts, consumer notices are expected to appear as supply tightens and logistics remain constrained.
