Asahi to buy Never Never gin

The Australian branch of Asahi Beverages has acquired gin distillery Never Never, which set up operations eight years ago out of an Adelaide shed.

The brand has rapidly grown since that point and is now located on Chalk Hill in McLaren Vale, South Australia, where it produces Triple Juniper and Oyster shell gins.

Never Never will be sold through Asahi’s alcohol division Carlton & United Breweries (CUB), which bought the distillery for an undisclosed sum. It launched in 2016 when three friends, George Georgiadis, Tim Boast and Sean Baxter, turned their passion into a business and started distilling gin.

According to Asahi, the three co-founders who have been “front and centre of the brand since day one” will remain in their roles.

In addition, it said in a release that the acquisiton won’t effect day-to-day operations, but will allow Never Never to be “available to a broader range of customers”, and provide “better support and offerings for existing customers and consumers”.

Incredible brand

Asahi Beverages Group CEO Amanda Sellers said it was doing the deal due to Never Never’s “incredible brand and success” .

She said: 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 said the two companies were a “terrific fit” and its rapid growth and premium products and strong hospitality offering were “attributes we share”.

He said: “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.”

Innovation

Never Never managing director and co-founder George Georgiadis said the firm’s vision upon creation was to “create exciting and innovative gin that competed with the biggest brands in Australia and pushed the boundaries of what’s possible”.

He added: “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.”