Asahi Premium Beverages to merge with CUB

06 August, 2020 by Deborah Jackson

Asahi Premium Beverages and Carlton & United Breweries (CUB) are set to combine and operate under the CUB name, led by CEO Peter Filipovic. The businesses will be combined by Q4 2020.

The announcement was made today by parent company, Asahi Beverages, which CUB officially became a part of on 1 June.


The merger of the two businesses will create a strong portfolio of brands including Great Northern, Asahi Super Dry, Carlton Draught, Peroni, Pure Blonde, Mountain Goat, Pirate Life, 4Pines, Balter, Vodka Cruiser, Somersby Cider, Woodstock Bourbon and more, which will all fall under the CUB banner.

Peter Margin, Chairman, Asahi Beverages, said the business is proud to be making a long-term investment into the Australian market.

“We have incredible confidence in the Australian market and the potential for long-term growth,” he said.

Robert Iervasi, Group CEO, Asahi Beverages Oceania, said: “The combination of CUB and Asahi Premium Beverages will give our customers access to a leading portfolio which will deliver a superior customer experience and excite our consumers. It will also make it easier for our valued suppliers and partners to do business with us.

“We’re very pleased that Peter Filipovic will continue to lead CUB as CEO of our alcohol Business Division in Australia, joining Stuart Roberts CEO Asahi Lifestyle Beverages and Andrew Campbell CEO Asahi Beverages New Zealand.”

The Asahi Lifestyle Beverages and Asahi Beverages New Zealand divisions will remain unaffected.