Never Never gin will be sold through Asahi’s alcohol division, Carlton & United Breweries (CUB). According to the company, the acquisition – which won’t impact daily operations – will enable Never Never’s premium gin to reach a wider customer base while enhancing support and product offerings for existing customers.
Founded in 2016, Never Never produces expressions such as Triple Juniper Gin, Oyster Shell Gin and Grenache Gin.
Asahi Beverages 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.”
CUB CEO Danny Celoni commented: “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’s 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 its 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.”
By Rafaela Sousa
Source: foodbev.com
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