Asahi moves into Africa with Diageo’s East Africa unit acquisition
Asahi Group Holdings announced it will acquire Diageo’s alcohol business in East Africa, marking the Japanese brewer’s first major expansion into the continent (The Japan Times, 2025). The deal covers operations in Kenya, Uganda and Tanzania and values the transaction at ¥465.4 billion, with closing expected in the second half of 2026 (The Japan Times, 2025). Asahi cited steady growth in beer demand driven by population and economic expansion in the three markets and plans to leverage locally established brands and distribution networks while maintaining supply relationships for some Diageo products (The Japan Times, 2025). Source: The Japan Times, 2025, https://www.japantimes.co.jp/business/2025/12/18/companies/asahi-buys-east-african-breweries/
Industry data: shipments and retail volumes remain under pressure
Recent industry scans show continued softness in beer sales and shipments, with dollar and volume declines across multiple channels (Beer Marketer’s INSIGHTS, 2025). Multi-outlet and convenience scans reported dollar sales down 4.5% and volume down 5.8% for a recent four‑week period, while quarter-to-date shipments tracked weaker year-over-year for major brewers (Beer Marketer’s INSIGHTS, 2025). This trend has been echoed by trade analysts who point to a modest contraction in mainstream beer categories even as pockets of growth persist (Beer Marketer’s INSIGHTS, 2025). Source: Beer Marketer’s INSIGHTS, 2025, https://beerinsights.com
Brewers Association: 2025 Year in Beer highlights consolidation and changing occasions
The Brewers Association’s 2025 Year in Beer reports ongoing headwinds: retailer rationalization, inflationary pressure, and shifting drinking occasions have compressed craft volumes and contributed to more closures than openings (Brewers Association, 2025). The association’s midyear data also noted that the number of operating craft breweries declined versus the prior period as the market rationalizes (Brewers Association, 2025). Source: Brewers Association, 2025, https://www.brewersassociation.org/association-news/the-2025-year-in-beer/
Craft sector adapts: premiumisation, non‑alcohol and hyper‑local trends
Craft brewers are responding to market pressure by leaning into premiumisation, low‑ and no‑ABV offerings, and hyper‑local sourcing (Tastewise, 2025). Industry trend analyses report rapid on‑premise growth for non‑alcoholic beer and strong consumer willingness to pay for quality, prompting craft producers to introduce sessionable, low‑ABV, and zero‑proof variants alongside limited premium releases (Craft Brewing Business, 2025; Tastewise, 2025). These shifts are framed as strategic responses to a consumer base increasingly focused on health, variety, and provenance (Craft Brewing Business, 2025; Tastewise, 2025). Source: Craft Brewing Business, 2025, https://www.craftbrewingbusiness.com/featured/navigating-the-u-s-on-premise-consumer-in-2025-key-insights-for-craft-brewers/; Tastewise, 2025, https://tastewise.io/blog/craft-beer-trends
Sector commentary: cautious optimism despite a tough 2025
Trade commentators and sector blogs characterise 2025 as difficult but signal selective opportunities—draft growth, premium formats, and RTD/beer hybrid innovation (Hop Culture, 2025; Beer Business Daily, 2025). Observers highlight draft channel gains and new package formats as avenues for differentiation, while warning that distribution and retailer shelving dynamics will continue to favor established brands and well-funded innovations (Hop Culture, 2025; Beer Business Daily, 2025). Source: Hop Culture, 2025, https://www.hopculture.com/top-craft-beer-trends-2025/; Beer Business Daily, 2025, https://beernet.com
Market forecasts and strategy implications for brewers
Analysts recommend prioritising portfolio rationalisation, investment in low‑ABV and alcohol‑free lines, and targeted premium offerings to capture shifting consumption occasions (OH Bev, 2025; SevenFifty Daily, 2025). Forecast commentary stresses that consolidation and smarter go‑to‑market strategies will be central for both regional players and global brewers expanding through M&A, as illustrated by Asahi’s East Africa move (OH Bev, 2025; SevenFifty Daily, 2025). Source: OH Bev, 2025, https://www.ohbev.com/blog/beer-market-forecasts-and-trends; SevenFifty Daily, 2025, https://daily.sevenfifty.com/6-beer-industry-trends-to-watch-in-2025/
Source: Multiple industry outlets cited above.