Asahi Group Holdings, Ltd.—the brewer behind some of the world’s most iconic beers, including Peroni and Grolsch—has been hit by a crippling cyberattack that froze its Japan-based operations. Ordering and shipping have been suspended, customer call centers and service desks are offline, and the company has been forced into damage control. While Asahi’s global operations remain unaffected, this incident highlights just how devastating digital breaches can be for even the most established brands.

The company has assured the public that, so far, there is no evidence of personal or customer data leakage, but investigations are ongoing. Details about the cause, the attackers, and a recovery timeline remain scarce, leaving both customers and industry partners waiting for answers. This episode explores how the cyberattack unfolded, what it reveals about the fragility of supply chains in the digital age, and how Asahi is managing the public narrative during a crisis that has stopped its domestic business in its tracks.

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