May 23, 2024

Asahi has struck a deal to acquire Australia-based gin maker Never Never for an undisclosed fee.

The Japanese company’s Australian arm, Asahi Beverages, will sell and distribute Never Never’s gins through its local alcohol division Carlton & United Breweries (CUB).

Established in 2016 by George Georgiadis, Tim Boast and Sean Baxter, Never Never is based in McLaren Vale in South Australia where it produces its flagship Triple Juniper Gin. On the business’s website, the spirit is sold for A$69 ($44.70).

The three co-founders are set to continue in their roles at the distillery as “the acquisition won’t have any effect on day-to-day operations”, according to an Asahi statement.

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 employs about 15 people full-time and around 30 casual workers.

Georgiadis, who is also Never Never’s managing director, 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.”

Last July, one of Asahi’s Japanese rivals, Kirin, made a move for Australian spirits maker Four Pillars through its Oceania division Lion.

“Asahi snaps up Australian gin distiller Never Never” was originally created and published by Just Drinks, a GlobalData owned brand.


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