Screen time, not health fears, behind drop in alcohol sales, says Asahi CEO

The global decline in alcohol consumption has more to do with digital distractions than health concerns, according to the boss of one of the world’s largest brewers.

Atsushi Katsuki, chief executive of Japan’s Asahi Group, told the Financial Times that screen-based entertainment - from video games and streaming to social media - has had a greater impact on alcohol sales than warnings about the health risks of drinking.

“Alcohol used to occupy a much bigger share of people’s entertainment and joy,” said Katsuki. “In the past 10 years, the number of entertaining things has grown including gaming, so I believe alcohol’s share of fun, enjoyment and happiness has decreased.”

The comments add a new angle to the ongoing debate about whether alcohol is becoming the “new tobacco” as global regulators push for warning labels on bottles.

According to IWSR data, global alcohol sales declined by 1% in volume but grew 2% in value in 2023, as consumers cut back on quantity but opted for more premium drinks.

New Audiences, new Strategy

Rather than see the trend as a threat, Asahi is seizing it as an opportunity. Katsuki said the company is now targeting bloggers, gamers and influencers - groups he believes the industry has overlooked - with its high-end alcohol, low- and no-alcohol offerings, and premium soft drinks aimed at at-home consumption.

Asahi, which owns brands including Peroni and Grolsch alongside its flagship Japanese beer, sees this pivot as essential in a shifting cultural and commercial landscape.

The brewer has also pushed back against public health claims that any alcohol consumption is unsafe. Katsuki criticised the World Health Organization’s recommendation that there is “no safe level” of alcohol intake, saying there was “little scientific basis” for the claim. He cited studies suggesting moderate drinking may even extend life expectancy, and insisted that alcohol can contribute to wellbeing when consumed responsibly. 

Rejecting the ‘New Tobacco’ tag

Katsuki strongly rejected the idea that alcohol is facing a Big Tobacco moment. “Alcohol is far from the next tobacco,” he said, noting that smoking offers no wellbeing benefits, whereas alcohol, when consumed in moderation, can. He added that the industry has long acknowledged the risks of overconsumption and addiction, and worked to promote responsible drinking.

Despite concerns that weight-loss drugs like Ozempic could further dampen demand, Katsuki said Asahi has seen no evidence of this. In fact, he suggested the opposite could occur: “People who were previously advised to avoid drink may be able to consume alcohol once their health improves,” he said.

Asahi’s shares recently hit a record high, buoyed by inflation’s return to Japan and a new shareholder returns policy after years of debt reduction. Katsuki remains ambitious about global expansion — particularly in the US, which he described as the “biggest missing piece” in Asahi’s international footprint.

Tariff threats under US President Donald Trump have done little to dampen Katsuki’s optimism. “My desire to do big deals and my faith in the bright future of the US market are undiminished,” he said.