Beverage Industry's 'Society Issues Response Council' Initiates 'Relaxation of Delivery Shelf-Life Rules (Allowing Manufacturing Lot Reversal)' Toward a Sustainable Society

(This press release is jointly issued by Coca-Cola Bottlers Japan Inc., Asahi Beverage Co., Ltd., Ito En, Ltd., Kirin Beverage Company, Limited, and Suntory Beverage & Food Limited)

The five major beverage companies—Asahi Beverage Co., Ltd., Ito En, Ltd., Kirin Beverage Company, Limited, Coca-Cola Bottlers Japan Inc., and Suntory Beverage & Food Limited—have been actively discussing social issues such as the Logistics 2024 problem and food waste through the 'Society Issues Response Council,' established in November 2024.

In November 2025, the council announced five key themes, including the 'Relaxation of Delivery Shelf-Life Rules (Allowing Manufacturing Lot Reversal),' and is now advancing concrete initiatives.

※1 Refers to lots with the same shelf life

Following the council's announcement, Seven-Eleven Japan Co., Ltd. has expressed support for the 'Relaxation of Delivery Shelf-Life Rules (Allowing Manufacturing Lot Reversal)' initiative and will begin implementing it for beverage products this week. Additionally, Summit Co., Ltd. has also endorsed the initiative and plans to start pilot testing at select stores from late July, targeting specific products.

This initiative aims to address logistics burdens and food waste arising from trade practices within the manufacturer-wholesaler-retailer (MWR) supply chain.

Going forward, the council will expand collaboration with other distribution companies that support this initiative, further advancing efforts toward realizing a sustainable society.

※2 Refers to Manufacturing (Sei), Distribution (Hai), and Retail (Han)

【Background of the Initiative】

In MWR transactions, daily transportation is conducted to align manufacturing lots and prevent lot reversal. However, when such transportation is not feasible, food waste occurs even before products reach store shelves. With growing concerns over further truck driver shortages due to the Logistics 2024 issue, which may impact deliveries, the council believes that relaxing delivery rules for products with long shelf lives—such as beverages—can contribute to improving both the Logistics 2024 issue and food waste across the entire MWR supply chain.

A survey conducted by the council※3 shows that approximately 60–80% of consumers are concerned about shelf life (or expiration dates) for perishable goods such as fresh meat and milk, whereas only about 10–20% express concern for processed foods. Notably, responses for PET bottle beverages are comparable to those for ice cream, which is not subject to mandatory shelf-life labeling. Furthermore, nearly 90% of respondents indicated they would still purchase products even if a one-month shelf-life lot reversal were observed at retail. Therefore, the impact on consumer purchasing behavior is expected to be minimal.

※3 2025 Survey on Consumer Awareness of Shelf Life

【Specific Initiative Details】

In collaboration with distribution partners supporting the 'Relaxation of Delivery Shelf-Life Rules (Allowing Manufacturing Lot Reversal),' the following measures will be implemented to reduce logistics burdens and food waste:

Begin operations allowing limited manufacturing lot reversal within existing delivery deadlines

Establish systems under the premise of maintaining current delivery and sales deadlines set by distribution partners

Reduce additional transportation previously required to align manufacturing lots

The council continues to engage in discussions and exchanges with relevant government agencies such as the Ministry of Agriculture, Forestry and Fisheries, as well as cross-industry logistics research groups, to collaboratively address complex social challenges that cannot be solved by individual companies alone.

Going forward, the five companies will continue their discussions and research on social issues, fulfilling their social responsibilities without compromising environmental considerations, and advancing business activities toward a sustainable society.

The council continues to engage in discussions and exchanges with relevant government agencies such as the Ministry of Agriculture, Forestry and Fisheries, as well as cross-industry logistics research groups, to collaboratively address complex social challenges that cannot be solved by individual companies alone.

Going forward, the five companies will continue their discussions and research on social issues, fulfilling their social responsibilities without compromising environmental considerations, and advancing business activities toward a sustainable society.

※The information contained in this press release is current as of the announcement date. Please note that it may differ from the latest information.