Leading with Dedication and Commitment

Last August, a new CEO from England took the helm at the prestigious Dreher Breweries in Budapest. Mike James had been selected for the position based on his successful career within Asahi Europe & International, the owner of Dreher Breweries. His key responsibilities include overseeing the largest ever investment of HUF 100 billion in the Hungarian beer industry and maintaining the company's growth trajectory.

“I was very excited to be given the opportunity to move to Dreher and experience the Hungarian market. This is because in recent years, there has been a remarkable turnaround within the company in terms of business and corporate culture, which truly inspires me to continue to build on this progress. The Hungarian beer market is very competitive and heavily regulated, for example, the implementation of Deposit Return System (DRS) last year and thus, it offers a lot of good opportunities to learn,” the new CEO tells Diplomacy&Trade.

A complete transformation
Regarding the HUF 100 billion investment, he says that overseeing it is “actually a very complex process in that to ensure the investment is successfully carried out over the next decade it is essential we continue to deliver a strong performance and ensure the build progresses to plan.
It is very important for me to understand and learn the local culture and to get to know the way Hungarians think. That is why, in the first few months, I observed, read, learned and had many conversations with colleagues and industry professionals. I have even started to learn Hungarian which is a whole new challenge! I believe all of these are essential for me to lead the team as a responsible leader,” he adds.
In the framework of this investment, entirely self-financed without any state or EU financial support, Dreher Breweries is undergoing a complete transformation based on a ten-year master plan. The first phase will see HUF 30 billion spent by the end of 2026. The improving performance of the business over the previous years provided the foundation for Asahi’s approval of this investment.
The brewery in Kőbánya (District 10 of the Hungarian capital) has been operating continuously for 170 years and much of the old, outdated technology will be replaced. “The end-to-end brewing infrastructure will be modernized through upgrading equipment, machinery and technology which will not only improve efficiency but also contribute to our ambitious sustainability objectives by reducing energy and so our carbon emissions and also reducing our water consumption,” Mike James explains.
The first phase of the ten-year master plan project will see the construction of the new energy center and the replacement of the fermentation and conditioning tanks.
The second phase of the master plan is scheduled to begin in 2027. Its funding will be reviewed periodically in alignment with completed commitments, in consultation with Asahi’s European representatives and the Japanese headquarters.
For the CEO, it is a once-in-a-lifetime experience: to ensure the longevity of this incredible 170-year-old brewery for the next 2-3 generations (30-40 years). “I am proud and excited because this has a significant impact on the people working here, the corporate culture and the Hungarian beer market. I took on this responsibility with dedication and commitment when I arrived and I will continue to lead in this spirit.”
Since late last year and over the next few months much of the work has been below ground, strengthening the relevant part of the network of cellars that run across District 10 underneath the brewery ready for the placement of the new fermenting and conditioning tanks, which are due to arrive in early summer. Above ground, the foundations are being cleared for the new Energy Center.

Cherishing the rich heritage of Dreher
Innovation has always played an important role in the life of Dreher Breweries – and it continues to be so. Mike James points out that “consumers expect continuous innovation and at Dreher, we respond to these trends and diverse demands by constantly introducing new products and flavors, entering new segments and delivering high-quality consumer experiences in both alcoholic and non-alcoholic categories. Similar to previous years, Hungarian consumers are increasingly drawn to premium products, partly because most innovations occur within this segment. Additionally, alcohol-free variants are becoming more popular due to the growing emphasis on moderation and a health-conscious lifestyle.”
Beyond the products themselves, the corporate and brand story plays a crucial role. At Dreher, this legacy is continuously being built, as Hungarian beer history – especially the rich heritage of Dreher – holds significant value in the hearts of consumers.

Sustainability determines our future
Asahi Europe & International's 2030 Group-wide corporate strategy is based on four pillars: People, Planet, Portfolio and Profit (the four Ps). Of these, the Planet P focuses on all things related to sustainability. The CEO notes that “we are living in a decade, which will have a very significant impact on determining our future. If there was ever a time to act, it is now as things will not start improving on their own. As leaders in most of the markets we operate in, we believe we need to lead by example. We have shifted sustainability into the core of our strategy and plan to accelerate our efforts moving forward both through making big and lots of smaller changes. Through our actions, we contribute to the UN Sustainable Development Goals, focusing on areas where we can make an impact, utilizing our scale, supply chains or partnerships. What we are facing is bigger than us. We can do our part, but we also understand the need to engage with others to serve a greater good. Building on what beer has been doing for centuries – bringing people together through Creating Meaningful Connections. This is our 5th P which is our Purpose which underpins the rest of the 4 Ps.”
He stresses that operating sustainably is fundamental to the company’s operations, including its production processes. “We continuously monitor and look for ways to improve our environmental performance – from raw materials to their conversion into finished products.
We place special emphasis on reducing our energy consumption and so our carbon emissions, our water usage, reducing, reusing and recycling packaging, and responsible waste management. Dreher was one of the first breweries to switch to the DRS compliant packaging ahead of the end of the transition period on June 30th last year. With Dreher, people are not just buying beer; they are experiencing a piece of history, a way of thinking, a philosophy. For us, sustainability is not only about economic viability and the conscious use of scarce resources – it also means considering the internal and external environment of our brewery including the communities around us. Our commitment to long-term, responsible drinking is well demonstrated by our ‘Ésszel Iszom!’ (Smart Drinking) program, which has been promoting responsible alcohol consumption since 2009.”

Engaging employees
Mike James is known to have actively supported the development and engagement of employees in his previous positions – and he does so here as well. “At Dreher, the health and well-being of our employees are of paramount importance, with a safe work environment as the foundation. We see diversity as both a value and an opportunity to learn from each other. We support workplace inclusion and are committed to gender equality. Over my career, I have always adopted a principle of trying to leave the role, my team and the environment around me in a better state than when I found it. I think this is never more true than right now when I am lucky enough to lead a team who together are the custodians of this amazing 170-year-old-brewery and it is our responsibility to make sure that we leave the business in an even better place for the generations who will follow us,” he concludes.