Asahi Beverages announces executive reshuffle, appoints new Chief Commercial Officer 

AUSTRALIA – Asahi Beverages, a leading beverage company in Oceania, has unveiled a significant restructuring of its operations in Australia and New Zealand.   

The changes, effective April 1, 2025, are designed to streamline operations and drive growth across both its alcohol and non-alcohol portfolios.   

A key element of the restructure is the appointment of Nigel Parsons as the new Chief Commercial Officer (CCO). 

Parsons, currently CEO of Asahi Lifestyle Beverages (ALB), will oversee all commercial and sales functions across Australia and New Zealand. 

He will report directly to Group CEO Amanda Sellers.   

Parsons has played a crucial role in expanding the company’s market share in the non-alcoholic beverage segment. Sellers expressed confidence in his leadership, highlighting his ability to build strong customer relationships and secure major partnerships. 

“We’re confident that the consolidation of our commercial and sales functions will unlock new growth opportunities and enhance the customer experience,” said Sellers. 

“Nigel has achieved considerable success as CEO of ALB, increasing our market share and sales across our non-alcohol beverages portfolio. He has built exceptional relationships with our customers, resulting in significant new partnership deals and an expanded customer base.” 

The restructuring will eliminate the CEO roles within Asahi Beverages’ three existing business divisions: Asahi Lifestyle Beverages, Carlton & United Breweries (CUB), and Asahi Beverages NZ.   

This change will lead to the departure of Danny Celoni, CEO of CUB, who has led the division since 2022. 

Sellers explained that consolidating these roles under the CCO position will simplify the company’s multi-beverage business and provide a superior customer experience. 

“The consolidation of the Group’s Australian commercial and sales functions and the NZ business under a Chief Commercial Officer will simplify our multi-beverage business, delivering a superior customer experience,” Sellers said. 

In New Zealand, Andrew Campbell, the current CEO of Asahi Beverages NZ, will transition to the role of NZ Country Manager, reporting to Parsons. 

Additionally, Brian Phan’s role has been expanded to oversee the company’s Marketing, Innovation, and Portfolio Management functions in Australia. As Chief Growth Officer, he will also continue to lead the Strategy and Disruption teams, reporting to Sellers. 

Asahi Beverages emphasised that these leadership changes will not affect its manufacturing operations.  

The company reaffirmed its commitment to driving growth and innovation across its diverse product portfolio in Australia and New Zealand, focusing on evolving consumer drinking trends. 

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