Asahi Beverages has acquired one of Australia’s “most highly awarded” gin brands, Never Never. 
Never Never launched in 2016 when three mates – George Georgiadis, Tim Boast and Sean Baxter – turned their passion into a business and started distilling gin out of an Adelaide shed.
The brand has since picked up a number of awards, including World’s Best at the World Gin Awards and three consecutive wins as Champion Australian Distiller at the Australian Distilled Spirits Awards.
“We’re acquiring Never Never because we recognise Never Never’s incredible brand and success,” says Asahi Beverages Group CEO Amanda Sellers. “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 will be sold through Asahi’s alcohol division Carlton & United Breweries (CUB).
“Our two companies are a terrific fit,” says CUB CEO Danny Celoni. “Never Never’s rapid growth has been driven by premium products, commitment to quality and strong hospitality offering – attributes we share.”
The three co-founders have been front and centre of the brand since day one and will remain in their roles. The acquisition won’t have any effect on 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.
“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,” says Never Never co-founder and Managing Director George Georgiadis.
“With their consumer brand-expertise and deep customer relationships, Asahi will help grow Never Never in a way which we’ve always aspired to.”
