South Australia-based Never Never Distilling Co will join Carlton & United Breweries’ (CUB) stable, following its acquisition by parent company, Asahi Beverages, for an undisclosed sum.
Never Never was founded in 2016 by friends George Georgiadis, Tim Boast and Sean Baxter. Since then, it has forged a reputation for pushing the boundaries of gin through collaborations to create on-of-a-kind gins that set it apart from other brands in the $3.8 billion premium spirits segment.
The distillery has picked up a slew of awards, including World’s Best Classic Gin at the 2019 World Gin Awards. At the 2022 event, Never Never picked up the World’s Best London Dry award and distiller, Tim Boast, was crowned World’s Best Distiller. Boast has also won three consecutive Champion Australian Distiller awards at the Australian Distilled Spirits Awards.
Last year, the distillery moved from its original shed to the top of Chalk Hill in McLaren Vale, where it employs a triple distillation process to create more depth and complexity to its blends. There has been the Argo Gin collaboration with Four Seasons Hong Kong, a gin matured in vermouth-seasoned ex-chardonnay barrels with aromatic Shou Mai, Oolong and Fu Ding teas.
It partnered with Melbourne’s Society Restaurant to create the Oyster Shell Gin, which Boast says was built for a savoury martini, with Kangaroo Island oyster shell paired with waxflower, saltbush, and round mint.
(You can read more of Food & Drink’s profile of Never Never here.)
Asahi Beverages Group CEO, Amanda Sellers, said the group was acquiring the distillery because it recognised Never Never’s strong brand and consistent success.
“Combining Asahi’s reach with Never Never’s amazing portfolio, extensive spirits knowledge and capability will enhance the value proposition for our customers,” Sellers said.
CUB CEO Danny Celoni said the two companies were a “terrific fit”.
“Never Never’s rapid growth has been driven by premium products, commitment to quality and strong hospitality offering – attributes we share. Adding a high-quality, Australian-made gin to our range plugs an important gap in our offering and complements our leading multi-beverage portfolio.
“We can’t wait to start offering this product to our customers and through our distribution network to help this internationally recognised Aussie gin achieve the scale it deserves,” Celoni said.
Never Never managing director and co-founder, George Georgiadis, said that when the trio founded the distillery, their 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 realise our vision by helping change, and also grow, Australia’s gin market. Around 80 per cent of the gin consumed by Australians is imported – despite Australia being home to some absolutely cracking gin brands.
“With their consumer brand-expertise and deep customer relationships, Asahi will help grow Never Never in a way we’ve always aspired to. Our values have been crucial in building our brand and they align incredibly strongly with the values and culture of Asahi Beverages,” Georgiadis said.
Celoni said the three co-founders have been front and centre of the brand since day one and will remain in their roles. The acquisition won’t have any effect on day-to-day operations but will allow Never Never to be available to a broader range of customers and provide better support and offerings for existing customers and consumers, he said.
