Asahi says the investment in the new company and the acquisition of Miller Brands is part of Asahi Europe’s strategy to lead the development of the continent’s super premium beer sector.
The Japanese brewer is the new owner of super premium beer brands, Peroni Nastro Azzurro, Grolsch and Meantime.
Asahi UK managing director Gary Haigh said: “Our super premium brand portfolio is powered by a seamless distribution network, expert customer marketing and sales capability – this means we can extend and grow Asahi’s ambition in the UK.
“Peroni Nastro Azzurro has been a key driver in the growth of the UK super premium sector which is now worth £1.3bn and accounts for more than a quarter of the London beer market. With the backing of the Asahi Group we will be able to continue our strategies for the brands, building on their success and allowing our customers to benefit from meeting the demands of UK consumers for high quality beer brands,” said Haigh.
Haigh reports into Asahi Europe CEO Hector Gorosabel. He said: “Today marks the beginning of what I am confident will become one of the world’s great beer companies. Consumers and customers are becoming ever-more discerning about the quality and provenance of the brands they choose. Asahi Europe has the brands, the agility and most importantly, the people, to deliver exceptional experiences to both.”
Asahi Group president Akiyoshi Koji said: “Today is a commemorative day for the Asahi Group. We are proud to have become uniquely attractive group with loved brands and great talent. I am convinced that by working together, we will be able to grow our business and serve our customers and consumers even better.”
Picture: (Left to right) Managing director of Asahi UK Gary Haigh, president of Asahi Group Holdings Akiyoshi Koji and CEO of Asahi Europe Hector Gorosabel