Asahi Breweries Ltd. will use part of its beer revenues to help prefectures promote environmental conservation activities, company officials said Saturday.
The major brewery will conduct the nationwide campaign twice a year starting in spring 2009 as part of its 2009 business strategy, which focuses on enhancing its corporate citizenship, the officials said.
Asahi said it will donate ¥1 for each 350-ml or 500-ml can of Super Dry sold to the prefecture where the beer is shipped.
The prefectural government will then use the proceeds to finance environmental activities, including the protection of cultural assets.
The Super Dry to be used in the initial campaign will be produced in late March and late April 2009. Given past sales of the company's mainstay beer, the spring 2009 campaign will probably produce about ¥150 million in donations.
The donation will be the largest of its kind by a beverage maker to a municipality, Asahi said.
The beer cans for the campaign will bear a special design and a written message to promote the campaign to customers, the officials said.