This Pride Month, Asahi Beverages launched a limited internal run of “Pride Promise” sparkling water cans for employees as part of their Pride@Asahi initiatives. This is one of several ways the team is bringing their commitment to inclusion to life across the business, alongside activations such as Drag Bingo and Allyship training.
The can concept is simple but powerful: each can represents a promise. By opening it, people are encouraged to commit to bringing their whole selves to work, while also actively supporting LGBTQIA+ colleagues through allyship and inclusion.
Rather than focusing on the product itself, the initiative was created as a cultural signal, reinforcing Asahi's ambition to be a workplace where everyone feels safe, supported, and able to show up authentically.
Distributed across Asahi sites during June, the Pride Promise cans helped spark conversations, build awareness, and encourage everyday actions that contribute to a more inclusive environment. It’s part of Asahi' broader belief that "inclusion isn’t just something we say - it’s something we show, together, in small but meaningful ways."
"At Asahi, we’re proud to stand alongside our people, customers and industry partners in championing diversity and creating spaces where everyone feels they belong," says Brian Phan, Chief Growth Officer.