Japan & UK: Japanese brewery Orion expands UK presence
Japanese brewery Orion has announced a renewal of its partnership with drinks collective Sunrise Beverages as demand for international beer grows in the UK, the Drinks Retailing News reported on August 4.
According to Sunrise Beverages, the renewal marks a commitment to expanding Orion’s brand presence across the UK, both in premium retail and the on-trade.
The update, which reflects the popularity of Japanese beer, comes as Carlsberg Britvic adds Sapporo to its portfolio.
Like Sunrise, Carlsberg said it is capitalising on growing consumer interest in Japanese beer, with plans to become the brand’s full licence partner.
Reflecting on its continued partnership with Orion, which first began in 2024, Sunrise said it has already seen success through several listings, including one with premium retailer Waitrose.
It added that it plans to continue its strong month-on-month growth by tapping into consumers’ desire for more premium drinking experiences.
Richard Mather, CEO of Sunrise Beverages, said: “We’re delighted to further strengthen our partnership with Orion through this long-term agreement.
“Orion is one of Japan’s most iconic beer brands, with a unique heritage, exceptional liquid and a proposition that is increasingly resonating with UK consumers.
“Over the last few years, we’ve demonstrated that there is a significant opportunity for Orion in the UK, particularly across premium retail and hospitality channels.
“Together we’ve built a fantastic partnership, and this agreement gives us the confidence to continue investing behind the brand for many years to come.
Patric Dougan, senior managing executive officer of Orion Breweries, added: “The UK remains one of the world’s most exciting premium beer markets and we believe Orion has a substantial opportunity to build its presence and awareness with British consumers and introduce them to the real chilled Japan.
“Sunrise have impressed us with their deep expertise in the on-trade, proven track record of delivering exceptional customer service and a genuine commitment to long-term brand building.”
05 August, 2026
