Look into Peroni, Grolsch & Meantime beer brands
Steve’s breakdown: Asahi plans to throw a boatload of cash at all three brands once it takes control. Expect new agencies to be creating new campaigns for the beers.
This is just the first of many account review predictions we will be making that will be coming out of the Anheuser-Busch InBev takeover of SABMiller. Stay tuned!
TORRANCE, CA: Asahi is to target overseas M&A worth JPY400bn (US$3.7bn) as it looks to expand distribution of its Super Dry brand, according to a report.
The Japanese brewer, which is in line to acquire SABMiller’s European premium beer brands, is already chasing new acquisitions in the US, its president Akiyoshi Koji told Bloomberg in an interview today. It hopes to boost the ratio of its overseas sales contribution from the current 15% to 20% by 2018.
Asahi will take control of SABMiller’s Meantime Brewing Co, Peroni Nastro Azzuro and Grolsch brands once Anheuser-Busch InBev completes its SAB takeover. The brewer has said it hopes the expanded footprint in Europe will strengthen its core Super Dry exports.
In an interview with Reuters yesterday, Koji said Asahi is not interested in SABMiller’s Eastern European assets, which were put up for sale at the end of last month.
“We have been studying them but we won’t raise our hand to buy,” Koji said.
The president said the company will focus on increasing sales for Meantime, Peroni and Grolsch.