Asahi Beer Giant Takes a Stand Against Ransomware Hackers
In a bold move that has captured global attention, Japanese beverage titan Asahi Group Holdings has publicly declared it is not negotiating with the perpetrators behind a severe ransomware attack that has plagued its operations for nearly three months. The company, famous for its Asahi Super Dry beer, is standing firm in its refusal to pay any ransom demands.
A "Sophisticated and Cunning" Attack
The cyber crisis began on September 29, 2025, when Asahi confirmed it had fallen victim to a ransomware assault. CEO Atsushi Katsuki described the incident as a "sophisticated and cunning attack" that surpassed the company's security preparations. "Even if we had a ransom demand, we would not have paid it," Katsuki stated unequivocally during a recent news conference. He further revealed that the company has had no direct communication with the attackers and is therefore unaware of their specific demands.
This type of cyber incident involves malicious software that locks or encrypts a victim's computer systems, holding them hostage until a payment is made. While Asahi has not officially identified the culprits, the hacker group Qilin, believed to be operating from Russia, has issued a statement that Japanese media outlets interpret as a claim of responsibility.
Operational Fallout and Financial Delays
The repercussions of the attack have been significant, forcing Asahi to delay the release of its financial results multiple times. The company first postponed its third-quarter earnings and has now also pushed back the publication of its full-year results. Asahi has assured stakeholders that detailed information on the hack's impact on corporate performance will be shared once its systems are fully restored and the relevant data can be confirmed.
On the production front, the situation is gradually improving. Output at Asahi's 30 domestic factories was not directly affected by the initial system shutdown. However, the company-wide IT failure forced production to halt. The brewer reported early last month that production had resumed at six beer factories. In a testament to old-school resilience, the company has been processing orders manually to avoid potential shortages of its popular drinks. Despite these efforts, Japanese media reports suggest it could take until February for Asahi to completely restore its compromised systems.
A Wake-Up Call for Corporate Cybersecurity
The Asahi incident is not an isolated case. It joins a growing list of high-profile global brands, including Indian-owned Jaguar Land Rover and Japanese retailer Muji, which have recently suffered similar attacks. A survey from June revealed a startling statistic: a third of Japanese businesses have experienced some form of cyberattack.
This trend has sparked a conversation about Japan's preparedness for digital threats. Renata Naurzalieva, director of Japan operations at Intralink, commented on a perceived complacency, noting that many Japanese companies still struggle to justify the return on investment for cybersecurity. "It's not the return on investment that you're looking for, it's, 'can it protect my assets, can it protect my network data'," she emphasized. While high-profile cases like Asahi's are unfortunate, they serve as a critical wake-up call for the wider business sector to significantly enhance their digital defenses.
