Asahi Beverages has acquired Never Never, one of Australia’s most highly-awarded gin brands.
Never Never launched in 2016 when 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.
Never Never’s home is on top of Chalk Hill in the spectacular region of McLaren Vale, South Australia, where it produces its gins such as Triple Juniper and Oyster Shell.
According to the business, bartenders and gin-lovers alike have “embraced Never Never’s flavour concentration, innovation and obsession with quality” which distinguish it from other brands in Australia’s $3.8 billion premium spirits segment.
Asahi Beverages Group CEO Amanda Sellers said: “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.”
Never Never will be sold through Asahi’s alcohol division Carlton & United Breweries.
Never Never Managing Director and Co-Founder George Georgiadis added: “When we founded Never Never, our vision was to create exciting and innovative gin that competed with the biggest brands in Australia and pushed the boundaries of what’s possible.
“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.”
