After its competitor Asahi Beer suffered a cyber attack, the other three beer giants in Japan received a large number of orders and therefore stopped selling some year-end gift box beer.
Due to a surge in orders, Japanese beer manufacturers Suntory Holdings and Sapporo Brewery announced the cessation of sales of some gift box packaged beers.
On October 17th, Suntory and Sapporo Beer announced that they will prioritize supplying regular products over seasonal ones during the winter holiday season.
At the time of the above statement, another well-known beer manufacturer, Asahi Beer, was continuously plagued by cyber attacks.
Asahi Group announced that it suffered a cyber attack in late September.
Last week, Asahi Group revealed that this leak incident "may" lead to the leakage of personal information.
In the past few weeks, Asahi Group has repeatedly reiterated that customer and employee information is secure, and only then did this news come out.
Due to the impact of cyber attacks, Asahi Beer's shipments have also been delayed, putting its inventory at risk of shortage.
Due to supply disruptions, Japanese consumers have turned to other brewers to purchase products.
But now, Suntory and Sapporo Beer have to restrict the supply of gift box packaged beer products in order to prioritize the supply of regular products.
Sapporo announced that starting next week, it will cease providing wholesalers with 10 gift box packaged easy to pull beer (including its signature Ebisu beer and other products).
Suntory will gradually stop selling 13 gift box packaged beers, including a flagship beer "Wanzhi Beer" canned gift box themed around the Chinese zodiac. Five standard designed beer gift boxes will continue to be sold.
Kirin Brewery, another large beer producer in Japan, has not yet decided how to respond.
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