The transaction, for an undisclosed fee, was carried out through the group’s Asahi Beverages division in Oceania. Never Never, which was founded eight years ago, will sit alongside Mist Wood in the unit’s gin portfolio for the Australia and New Zealand markets.
Located south of Adelaide in McLaren Vale, Never Never produces a raft of gin expressions that range in retail price between AUD69 (US$45) and AUD95 per unit. The portfolio also features an Australian blended malt whisky, Banded, available on the company’s website for AUD185.
“When we founded Never Never, our vision was to create exciting and innovative gin that competed with the biggest brands in Australia … ,” said co-founder George Georgiadis. “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 … .”
Along with partners Sean Baxter and Tim Boast, Georgiadis will remain with the business, with sales set to be handled by Asahi Beverage’s Carlton & United Breweries unit.
Almost a year ago, Asahi’s Japanese rival, Kirin took full ownership of Australian craft spirits producer and brand owner Four Pillars through its Lion subsidiary, again for an disclosed price.
