Asahi renames Independent Distillers

Japanese beverage giant Asahi Group Holdings is rebranding the Australian liquor business it bought 18 months ago, and is boosting its sales capacity to include its Schweppes soft-drink portfolio.

The company, which in Australia makes alcoholic products like its Asahi Super Dry beer and pre-mixed drinks like Vodka Cruiser, said Independent Distillers would now be known as Asahi Premium Beverages in a move that would integrate its business platforms here.

“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,” said Asahi Premium Beverages CEO, Greg Ellery.

“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. ”

The company said it will also begin selling soft drinks from its Schweppes portfolio in order to take advantage of its existing relationships with liquor customers.

Ellery also said the introduction of the Schweppes company portfolio of products would be “the jewel in the crown” of the newly formed Asahi Premium Beverages division.

“We will continue to look at acquisitions and portfolio growth within the Asahi Premium Beverages division,” Ellery said.