Asahi UK Ltd are a super premium beer business, and their vision is to change the way people think about beer. They work with customers across multiple channels in the on and off-trade. The company began as the Osaka Beer Brewing Company in Japan, using German brewing techniques. By 1903, Asahi beer had become the best-selling beer in Japan. In 1987, they developed their signature Asahi Super Dry beer, that had a crisp clean taste that could be paired with any type of food. Every year, for over 25 years, they sell over 100 million cases. In 2017, their charity of the year was the Tim Bacon Foundation, a fund for cancer treatment facilities, for which they pledged to raise £10,000 through various staff-based activities, including bake-offs and a brewery-to-brewery bike ride. Their staff are also encouraged to participate with other local initiatives, such as with the Surrey Wildlife Trust.