Orion and Sunrise Deepen Strategic Partnership with Long-Term UK Agreement and Investment

Sunrise Beverages and Orion Breweries today announced the next chapter of their UK partnership, including a renewed long-term agreement and a minority investment by Orion Breweries into Sunrise.

The announcement builds on a successful UK launch partnership and reflects a shared ambition to continue expanding the Orion brand's presence across the UK on-trade and premium retail.

Orion is Japan's original island lager and one of the country's most loved consumer brands. The brewery has become synonymous with the relaxed, optimistic spirit of Okinawa and has built a loyal following both in Japan and increasingly internationally.

Since partnering with Sunrise, Orion has expanded its UK footprint significantly, securing listings with leading retailers including Waitrose and building distribution across premium hospitality operators including Portobello Pub Company, The Duck and Rice and Sticks'n'Sushi, alongside a growing presence in London's premium on-trade.

The brand continues to deliver strong month-on-month growth in the hospitality channel, demonstrating increasing consumer demand for authentic Japanese beer brands and premium drinking experiences.

Established in Okinawa in 1957, Orion has spent almost seven decades refining its distinctive signature lager recipe. Known for its smooth mouthfeel, gentle malt sweetness and exceptionally refreshing finish, the brand is authentically Japanese yet offers something truly different. Consumers are embracing this internationally, with export volumes having risen almost 400% in six years.

The UK is one of the world's most attractive premium beer markets, with increasing demand for world discovery beer brands. Sunrise and Orion believe there remains substantial opportunity to further scale the brand's distribution and awareness in the years ahead.

Orion's investment reflects its confidence in both the UK opportunity and Sunrise's vision of building the UK's leading independent beer company.

Sunrise Beverages is building a portfolio of independent beer brands with a mission to become the UK's most successful independent beer company. Its portfolio includes international brands such as Efes and Orion alongside award-winning domestic breweries including Gipsy Hill, Days Brewing, Curious, Portobello and St Peter's.

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.

The decision by Orion to invest in Sunrise is a strong endorsement of our strategy, our people and the opportunity we see ahead.”

Patric Dougan, Senior Managing Executive Officer of Orion Breweries, said:

“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 has 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. They have established themselves as a trusted partner for Orion and we are excited to deepen our relationship through this renewed agreement and our first investment in an overseas partner.

We look forward to working together to introduce more UK consumers to the taste and spirit of Okinawa.”