Fashion
Asahi Beverages has purchased Never Never, a premium distillery in South Australia’s McLaren Vale region.
The acquisition is expected to help the distillery expand its reach, offer better support and offerings for existing customers and consumers, and help grow the Australian gin market.
Never Never was established in 2016 by three friends – George Georgiadis, Tim Boast, and Sean Baxter – who began distilling gin from an Adelaide shed. Since then, the company has gained popularity among bartenders and gin enthusiasts with its award-winning gins, such as Triple Juniper and Oyster Shell.
Georgiadis, MD and co-founder of Never Never, said the partnership would allow the brand to realise its vision of growing in the country’s gin market.
“Our values have been crucial in building our brand and align incredibly strongly with the values and culture of Asahi Beverages,” he added.
Never Never’s three co-founders will remain in their roles and continue to oversee day-to-day operations, ensuring a smooth transition and maintaining the brand’s unique identity.
“Adding a high-quality, Australian-made gin to our range plugs an important gap in our offering and complements our leading multi-beverage portfolio,” added Danny Celoni, CEO of Carlton & United Breweries (CUB), Asahi’s alcohol division.
“We can’t wait to start offering this product to our customers and through our distribution network to help this internationally-recognised Aussie gin achieve the scale it deserves.”
