AUSTRALIA – Asahi, the Japanese beverage giant, has finalized a deal to acquire Never Never, an esteemed gin maker based in Australia, marking a strategic move to bolster its presence in the country’s thriving spirits market.

The acquisition, which was made through Asahi Beverages’ Australian arm, will see Never Never’s renowned gins integrated into Asahi’s distribution network, managed by its local alcohol division Carlton & United Breweries (CUB). 

Established in 2016 by George Georgiadis, Tim Boast, and Sean Baxter, Never Never has gained recognition for its craftsmanship and innovation, notably with its flagship product, the Triple Juniper Gin, priced at A$69 (US$44.70) on the business’s website. 

Despite the acquisition, the three co-founders will retain their roles at the distillery, ensuring continuity in day-to-day operations. 

Amanda Sellers, Group CEO of Asahi Beverages, expressed enthusiasm for the acquisition, citing Never Never’s exceptional brand and success.  

Sellers emphasized, “Combining Asahi’s reach with Never Never’s amazing portfolio, extensive spirits knowledge and capability will enhance the value proposition for our customers.” 

George Georgiadis, managing director of Never Never, outlined the vision behind the partnership, aiming to challenge and grow Australia’s gin market, where a significant portion of consumption is imported despite the country’s burgeoning gin brands. 

Georgiadis expressed confidence that Asahi’s consumer brand expertise and customer relationships would propel Never Never towards its growth objectives while maintaining its core values. 

With approximately 15 full-time employees and 30 casual workers, Never Never operates with a commitment to quality and innovation, values that resonate strongly with Asahi Beverages’ culture and ethos. 

The acquisition aligns with Asahi’s strategic objectives to expand its footprint in the global spirits market.  

Last July, Asahi’s competitor, Kirin, made a similar move by acquiring Australian spirits maker Four Pillars through its Oceania division, Lion. 

This acquisition follows Asahi’s unveiling of a new corporate logo and statement, underscoring its dedication to consolidating its position as a global leader and its commitment to social value.  

The logo features the iconic Asahi symbol complemented by a “Sunrise Arc” in yellow, symbolizing the morning sun and the company’s aspiration to illuminate the world. 

Accompanying the new logo is a refined corporate statement: “Make the world shine – we bring people together to make the world shine brighter.” This statement emphasizes Asahi’s mission to foster connections among people and its role as a catalyst for positive change on a global scale. 

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