When cyber attackers shut down Japan’s biggest brewery this week, the company’s salvation came from an unexpected source: dusty fax machines that hadn’t been touched in years. Asahi brewery’s entire computer systems went dark, according to LBC, but their “outdated” fax machines suddenly became their most valuable lifeline.
The attack completely disabled digital ordering and delivery systems across 30 factories nationwide. As of this writing, Super Dry lager is reportedly “days away from running out” at major retailers like 7-Eleven Japan and FamilyMart – a crisis that threatens Japan’s entire beer supply chain. The company’s response? They dusted off dormant fax machines and returned to paper-based operations.
When Modern Meets Analog
Picture the scene: a cutting-edge brewery operation that processes millions of bottles daily, now echoing with the distinctive whirring sounds of fax machines as workers scramble to coordinate deliveries using 1980s technology. Employees used to managing operations through sleek digital dashboards suddenly found themselves feeding paper into machines that most companies threw away decades ago. While competitors might have scrambled to rebuild computer systems from scratch, Asahi had an ace up their sleeve.
The irony isn’t lost on anyone familiar with Japan’s unique relationship with fax technology. While the rest of the world moved to digital-first communication, many Japanese companies maintained their fax capabilities alongside modern systems. What seemed like resistance to change suddenly proved to be forward-thinking disaster preparedness.
The Unexpected Lifeline
This incident perfectly illustrates why businesses facing urgent communication needs often turn to one-time fax online services when their primary systems fail. Fax technology’s reliability becomes apparent precisely when everything else stops working.
The brewery’s situation highlights a fascinating aspect of business continuity planning. While cybersecurity experts focus on preventing attacks and restoring digital systems, Asahi’s fax machines provided immediate operational capability. No software updates needed, no network connectivity required – just direct phone line communication that cyber attackers couldn’t touch.
Beyond the Brewery
With no timeline available for system recovery, Asahi’s experience raises intriguing questions about the hidden value of maintaining analog backup systems. The company isn’t just protecting beer production; they’re demonstrating how seemingly obsolete technology can become genuinely essential during digital emergencies.
For other businesses watching this unfold, the lesson might be surprising: sometimes the most reliable backup plan is the one that doesn’t need the internet to work. While digital transformation dominates business strategy discussions, Asahi’s cyber attack response suggests there’s still wisdom in keeping one foot planted firmly in the analog world.
Japan’s biggest brewery just reminded everyone that when push comes to shove, fax machines don’t get hacked.