Following the cyberattack that crippled Asahi Group Holdings and disrupted its beer shipments (inside.beer, 2.10.2025, inside.beer, 15.10.2025), Japan’s other major brewers Suntory Holdings Ltd. and Sapporo Breweries Ltd. have announced a temporary suspension of sales of their popular year-end beer gift sets.
Both companies reported an unexpected surge in orders as retailers and consumers sought alternatives to Asahi’s unavailable products. To maintain supply stability, they will prioritize regular product lines over seasonal gift items.
According to The Japan Times and Nippon.com, Suntory will gradually suspend sales of 13 varieties of winter gift packs, including its limited-edition Chinese zodiac-themed cans of The Premium Malt’s, while continuing to sell five standard-design gift sets. Sapporo will halt deliveries of ten gift sets featuring its flagship Yebisu Beer and other products to wholesalers starting early next week.
A spokesperson from Sapporo stated that the decision aims to “secure sufficient inventory of core products for everyday consumption” amid heightened demand. Meanwhile, Kirin Brewery Co. has yet to announce any changes regarding its own seasonal offerings.
The year-end gifting season, known as oseibo, represents one of Japan’s most important sales periods for brewers. Analysts note that even a short-term supply disruption at Asahi could significantly shift market shares during this crucial period.
