Asahi acquires Australian gin brand Never Never

Never Never launched in 2016 when three friends - 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 – distinguishing it from other brands in Australia’s $3.8bn premium spirits segment.

Never Never’s home is on top of Chalk Hill in the McLaren Vale region in South Australia, where it produces its gins such as Triple Juniper and Oyster Shell.

The three co-founders will remain in their roles, with the acquisition helping the brand scale up.

“We can’t wait to start offering this product to our customers and through our distribution network to help this internationally-recognized Aussie gin achieve the scale it deserves.” Never Never Managing Director and Co-Founder George Georgiadis said.

“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 realize 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.”

Asahi Beverages Group CEO Amanda Sellers said: “We are acquiring Never Never because we recognize 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 (which it acquired ​in 2020).

Financial details of the acquisition were not disclosed.