Asahi integrates Australian businesses

The Independent Distillers brand will no longer exist under a new company structure announced by Asahi Group Holdings yesterday. 

Effective from October 1, Asahi announced it had brought its non-alcohol (Schweppes) and alcohol (Independent Distillers) assets together under the Asahi Holdings Australia banner.

The alcohol division will be re-named Asahi Premium Beverages under the guardianship of CEO, Greg Ellery, and will offer a full suite of alcohol and non-alcohol products to the licensed on-premise channel.

“The integration of Schweppes Licensed On-Premise adds approximately 3,000 customers and around 30 transferred staff across to Asahi Premium Beverages,” Ellery said.

“This creates a cohesive sales force, creating greater efficiency whilst providing the ultimate in customer service.”

Schweppes will continue to deal directly with its non-licensed customers.

Ellery said the Independent Distillers name did not truly reflect how the company had evolved in the last 18 months under Asahi Group Holdings’ ownership. 

“During this time, our business has changed and grown dramatically with the introduction of true power brands like Asahi Super Dry, the successful European Cider brand, Somersby and soon to be re-launched craft beer, Cricketers Arms,” he said.

Source: The Shout, 2 October 2013