Asahi Beverages has acquired super-premium distillery Never Never, one of Australia’s most highly-awarded gin brands.
Never Never’s home is on top of Chalk Hill in the region of McLaren Vale, South Australia, where it produces its gins such as Triple Juniper and Oyster Shell.
Asahi Beverages Group CEO Amanda Sellers said: “We are acquiring Never Never because
we recognise Never Never’s incredible brand and success. Combining Asahi’s reach with
Never Never’s amazing portfolio, extensive spirits knowledge and capability will enhance the value proposition for our customers.”
Never Never will be sold through Asahi’s alcohol division Carlton & United Breweries. CUB CEO Danny Celoni said: “Our two companies are a terrific fit. Never Never’s rapid growth has been driven by premium products, commitment to quality and strong hospitality
offering – attributes we share.
“Adding a high-quality, Australian-made gin to our range plugs an important gap in our offering and complements our leading multi-beverage portfolio. We can’t wait to start offering this product to our customers and through our distribution network to help this internationally-recognised Aussie gin achieve the scale it deserves.”
Never Never Managing Director and Co-Founder George Georgiadis said: “When we
founded Never Never, our vision was to create exciting and innovative gin that competed
with the biggest brands in Australia and pushed the boundaries of what’s possible.
“This partnership allows us to realise our vision by helping change, and also grow, Australia’s gin market, where around 80% of gin Australians drink is imported – despite Australia being home to some absolutely cracking gin brands.
“With their consumer brand-expertise and deep customer relationships, Asahi will help grow Never Never in a way which we’ve always aspired to. Our values have been crucial in
building our brand, and align incredibly strongly with the values and culture of Asahi
Beverages.”