Japanese beverage and food giant, Asahi Group Holdings has today announced the integration of its business platforms in Australia.
The integration will involve channel specific vehicles for non-alcohol and alcohol lines which will produce a stronger service model in addition to dedicated management and customer service.
Managing director of Asahi Holdings Australia, Atsushi Katsuki said that the group will now operate under two clear channel structures:
- The non-alcohol channel – inclusive of Schweppes products
- The alcohol channel – which will be re-named to Asahi Premium Beverages – inclusive of the Asahi Super Dry portfolio
CEO, Greg Ellery said that the alcohol channel’s new name – Asahi Premium Beverages – reflects the success and growth of the portfolios brands.
“We are no longer just an RTD company. The current Independent Distillers name does not truly reflect how we have evolved as a company 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,” said Ellery.
“We have made significant investments in the upgrade of our brewery, the installation of a new high speed, high volume keg line to ensure we will be a competitive on-premise player. The introduction of the Schweppes company portfolio of products will be the jewel in the crown of the newly formed Asahi Premium Beverages division from October 1st.
"Schweppes is a leading supplier to the Licensed On-Premise channel and allows the company to offer a full suite of Alcohol and Non-Alcohol products. This creates a cohesive sales force, creating greater efficiency whilst providing the ultimate in customer service. The integration of Schweppes Licensed On-Premise adds approximately 3,000 customers and around 30 transferred staff across to Asahi Premium Beverages.”
Ellery added that the company will continue to look at acquisitions and portfolio growth within the Asahi Premium Beverages division.