Orion Beer has invested £1 million to strengthen its partnership with UK-based Sunrise Beverages. This marks the Okinawa-based brewer’s first investment in an overseas partner.
The two companies began licensed production and sales in the United Kingdom in September 2025, with Orion Beer becoming available at retailers and pubs including Waitrose, Portobello Pub Company, and Duck & Rice. The investment will expand Sunrise’s production capacity while accelerating efforts to increase awareness and favorability of the Orion brand and broaden its distribution across the UK.
Since its founding in 1957, Orion Beer has established a strong position in its home market of Okinawa Prefecture, Japan, as a beer born and raised in Okinawa, while continuing to grow in markets elsewhere in Japan. In recent years, the company has focused on international expansion. Along with concepts such as “Chill Side of Japan” and “Japan Quality,” its smooth mouthfeel and refreshing finish have also won support from consumers overseas. Export volumes have increased by approximately 400% over the past six years.
Going forward, the two companies will increase joint marketing investment and aim to establish Orion as Japan’s premium lager of choice in both supermarkets and food-service establishments. Orion Beer plans to roll out an asset-light business model in the UK and move into its next phase of growth, including expansion into European markets.
Patrick Doogan, Executive Managing Officer and Head of International Business at Orion Beer, commented: “The UK is one of the world’s most dynamic premium beer markets, and Orion has significant potential to further strengthen its presence and recognition among UK consumers. We will bring the taste and spirit of Okinawa to even more people across the UK.”
Sunrise Beverages is a company building a portfolio of independent beer brands in the UK. In addition to international brands such as Efes, it represents award-winning UK brewery brands including Gipsy Hill, Days Brewing, Curious, Portobello, and St. Peter’s.
The company also exhibited at HYPER JAPAN Festival, a celebration of Japanese culture held at Olympia London in the United Kingdom from July 24 to 26, where it offered beer samples. At Waitrose, Orion Beer is sold for £5.85 per four-pack of 350-milliliter cans.
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