Australia: Asahi attacks beer market from both ends

Just one month after Asahi Group Holdings bought Australia’s leading brewer Carlton & United Breweries (CUB) in a deal worth AUD 16.0 billion (USD 11.3 bn) in enterprise value (, 19.7.2019), Asahi has again entered the Australian beer market, this time from the other end. The company announced to acquire Brisbane-based craft brewer Green Beacon Brewing at an undisclosed sum.

Green Beacon was established in early 2013 in the Brisbane suburb of Teneriffe by friends Marc Chrismas and Adrian Slaughter, who were later joined by brewer Johann van der Walt. In 2017 the brewery opened a AUD$3-million production brewery in the northern industrial suburb of Geebung and in the same year was one of three Australian breweries chosen to partner with Singapore Airlines to supply beer in business class.

Today, the brewery runs two production sites in Brisbane and makes beers such as Windjammer IPA, Wayfarer Tropical Pale, 3 Bolt Pale Ale and Half Mast India Session Ale. Earlier this year the business launched its barrel-aged program, Fathom.

Green Beacon will be added to Asahi’s and CUB’s portfolio of Australian craft breweries like Melbourne-based craft brewery Mountain Goat, which Asahi bought in 2015 and craft brands 4 Pines and Pirate Life, which were part of the deal when acquiring CUB last month.

“This is a very exciting time for our business, as we add this great brand and great business to the Asahi Beverages family,” said Peter Margin, executive chairman of Asahi Holdings Australia.

Green Beacon founders Adrian Slaugher and Marc Chrismas will stay on with Green Beacon in management roles. Adrian Slaughter, co-founder and ongoing general manager at Green Beacon, said: “Green Beacon has grown from just myself and Marc to 40+ team members across the nation in just eight years. We want to continue growing and maintaining the quality and integrity of our beers, whilst ensuring all Australians are kept amply supplied in great beer. Partnering with Asahi to deliver this is truly exciting and provides security and opportunity for our customers, consumers and wider Green Beacon family.”

“Our goal has always been to make the best beer and to get it into as many people’s hands as possible. In Asahi, we have a partner who shares this commitment and can support us in achieving this goal.”

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