Japanese liquor giant Asahi Beverages has combined the Australian business Carlton & United Breweries (CUB) and its own unit, Asahi Premium Beverages. They will go under the CUB brand from the last quarter of this year.
The latest move will see popular alcohol brands including Asahi Super Dry, Great Northern, Carlton Draught, Peroni, Corona, VB, Carlton Dry, Pure Blonde, Mountain Goat, Vodka Cruiser, Somersby Cider, Woodstock Bourbon, the Yaks, Pirate Life, 4Pines and Balter under one umbrella.
“Asahi Beverages is proud to be investing in Australia for the long-term. We have incredible confidence in the Australian market and the potential for long-term growth,” said Peter Margin, chairman, Asahi Beverages.
“The combination of CUB and Asahi Premium Beverages will give our customers access to a leading portfolio which will deliver a superior customer experience and excite our consumers. It will also make it easier for our valued suppliers and partners to do business with us,” Robert Iervasi, Group CEO, Asahi Beverages Oceania, added.
Iervasi said in a statement that CEO Peter Filipovic will continue to lead CUB in the alcohol business division in Australia while the company will have onboard Stuart Roberts as CEO for Asahi Lifestyle Beverages and Andrew Campbell as CEO for Asahi Beverages in New Zealand.
The merging of the two brands will see a reduction of the Asahi Beverages’ departments from four to three. Meanwhile Asahi Lifestyle Beverages and Asahi Beverages New Zealand continue as is.
In June, Asahi Beverages finalised the acquisition of CUB. The Japanese beverage giant said the Australian alcohol business will continue to operate the same way with its employees transferring over to Asahi as part of the deal.
Australia’s competition watchdog, ACCC, did not oppose the acquisition as Asahi offloaded some of its cider and beer brands after the consumer watchdog flagged concerns on the deal leading to lessening the competition in those market sectors. This led to Asahi putting its Strongbow, Bonamy’s and Little Green cider brands and the Stella Artois and Beck’s beer brand licences up for sale.