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Asahi Beverages acquisition shakes up Australian premium spirits

Australian Distillery Never Never and Asahi’s partnership to bring huge value to the customer.

Sellers said the acquisition is taking place because of Never Never’s incredible success. 

 “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,” said Asahi Beverages Group CEO Amanda Sellers.

Never Never launched in 2016 when three mates, George Georgiadis, Tim Boast and Sean Baxter started distilling gin out of an Adelaide shed.

The brand has since picked up awards including World’s Best at the World Gin Awards and three consecutive wins as Champion Australian Distiller at the Australian Distilled Spirits Awards.

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. 

Bartenders and gin-lovers alike have embraced Never Never’s flavour concentration, innovation and obsession with quality.

Managing director and co-founder George Georgiadis said the partnership will allow the Never Never to provide better support and access for existing customers and consumers.

“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,” said Georgiadis. 

Never Never will be sold through Asahi’s alcohol division Carlton & United Breweries.

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