Eight years ago, Australia's gin brand Never Never Distilling Co was launched by three friends George Georgiadis, Tim Boast and Sean Baxter in a small shed in Adelaide. Fast forward to today, it's just been announced that Japan's Asahi Beverages Group is acquiring Never Never for an undisclosed sum. 

The Never Never Distillery and bar in McLaren Vale.

According to the brand, Never Never sold around 100,000 bottles of premium gin in 2023. The Aussie gin brand became popular for its juniper-centric London Dry gin expressions, such as the Juniper Freak Gin and their signature Triple Juniper Gin.

The brand will now continue to be sold through Asahi’s alcohol division in Australia, Carlton & United Breweries (CUB). Following the deal, the three founders will remain in their positions in the company.

Never Never Distilling's three founders pictured with Asahi Beverages CEO Amanda Sellers and CUB CEO Danny Celoni. 

Asahi Beverages Group CEO Amanda Sellers said: “We are acquiring Never Never because we recognise 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.”

This acquisition of the Aussie gin brand by a Japanese drinks conglomerate is not unprecedented. Just last year, Kirin also acquired Australian gin brand, Four Pillars, through its Australasian division, Lion.

Kanpai! 

88 Bamboo Editorial Team