Beverage Industry's 'Society Issue Response Research Group'

Asahi Beverages Co., Ltd., Ito En, Ltd., Kirin Beverage Co., Ltd., Coca-Cola Bottlers Japan Co., Ltd., and Suntory Beverage & Food Limited — five major Japanese non-alcoholic beverage companies — have been actively discussing pressing social issues such as the 2024 logistics crisis and food waste through the 'Society Issue Response Research Group,' established in November 2024.

In November 2025, the group announced five key initiatives, including the relaxation of delivery-time shelf-life requirements (allowing reversal of manufacturing lots※1), and is now advancing concrete implementation plans.

※1 Refers to batches produced with the same shelf-life date.

Following this announcement, Seven-Eleven Japan Co., Ltd. has expressed support for the 'relaxation of delivery-time shelf-life requirements (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 on select products from late July.

This initiative aims to address logistical burdens and food waste arising from traditional business practices across the manufacturing (sei), distribution (ha), and retail (han) supply chain — collectively known as 'seihahan'.

Moving forward, the group will expand collaboration with other distribution companies that support this initiative, advancing efforts toward building a sustainable society.

※2 'Seihahan' refers to the integrated chain of Manufacturing (Sei), Distribution (Ha), and Retail (Han).

【Background of the Initiative】

In current seihahan transactions, daily transportation is conducted to ensure manufacturing lots are delivered in chronological order and prevent lot reversal. However, when such deliveries fail, products are often discarded before reaching store shelves, resulting in food waste. With growing concerns over a worsening shortage of truck drivers due to the 2024 logistics crisis, which may disrupt deliveries, the group believes that relaxing delivery rules — especially for long-shelf-life products like bottled beverages — can significantly contribute to mitigating both the 2024 logistics crisis and food waste across the entire supply chain.

According to a 2025 survey※3 conducted by the research group, approximately 60–80% of consumers are concerned about expiration dates for perishable goods such as fresh meat and milk, whereas only about 10–20% show similar concern for processed foods. Notably, bottled beverages received responses similar to ice cream — which is not legally required to display a shelf-life date — and nearly 90% of respondents indicated they would still purchase a product even if a one-month shelf-life lot reversal was observed at retail. This suggests minimal impact on consumer purchasing behavior.

※3 2025 Survey on Consumer Awareness of Shelf-Life Dates

【Details of the Initiative】

In collaboration with distribution partners supporting the 'relaxation of delivery-time shelf-life requirements (allowing manufacturing lot reversal)', the group will proceed with the following measures to reduce logistical burdens and food waste:

Implement operations that allow limited reversal of manufacturing lots within existing delivery deadlines

Establish systems that maintain current delivery and sales deadlines set by retailers

Eliminate additional transportation previously required to align manufacturing lots

The research group 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 joint research and dialogue on societal challenges, fulfilling their corporate social responsibilities, maintaining environmental stewardship, and advancing business activities toward a sustainable society.

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