Asahi has welcomed the arrival of the first range of cask ales and ciders into its UK Super Premium Beer portfolio following its acquisition of the Fuller’s Beer Company.
The £250m deal, which was given the final seal of approval by Fuller’s shareholders last week, sees the transfer all of Fuller’s beer, cider and soft drinks brewing and production, wine wholesaling and distribution, as well as the Griffin Brewery, Cornish Orchards, Dark Star Brewing and Nectar Imports.
The brands join Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell and Meantime in the Asahi UK portfolio.
Tim Clay, managing director of Asahi UK, said: “All of us at Asahi UK are thrilled to be bringing these much loved cask ale and cider brands into our portfolio. Through our existing Super Premium Brand portfolio, distribution network, customer marketing and sales expertise we aim to extend and grow our new range across the UK and Ireland - to offer our customers the most comprehensive suite of Premium Beer and Cider brands.
“Building on the heritage of Fuller’s London Pride, Frontier and Cornish Orchards, we aim to enrich consumer experiences through industry leading product quality, impactful marketing and by driving ongoing value to our customers. This year will be an exciting time for Asahi UK and our customers.”
