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Investing.com -- Asahi Group Holdings, one of Japan’s largest drink makers, is betting big on the U.S. market, according to The Wall Street Journal, who interviewed CEO Atsushi Katsuki. The firm is recalibrating its investment strategy in response to President Trump’s tariff threats.
The company has allocated $35 million to expand its production capacity at a Wisconsin plant acquired last year. Production of its top-selling Asahi Super Dry beer is expected to kick off later this month.
Asahi’s move is a direct response to its modest U.S. consumer presence compared to strong showings in European and Asia-Pacific markets. The Japanese firm plans to further invest in its U.S. facilities to manufacture beer and possibly other beverages in the near future.
Tariff uncertainties, particularly those affecting European products, have prompted Asahi to rethink its sourcing and supply chain. President Trump’s consideration of substantial tariffs on EU imports could impact the company’s past reliance on Italian imports.
In parallel with its beer strategy, Asahi is also fueling innovation in the beverage sector. The company has launched a San Francisco-based venture-capital fund to back startups focused on premium nonalcoholic and low-alcohol drinks.
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