Asahi’s spending spree continues with Green Beacon

23 August, 2019 by Andy Young

The spending spree of Asahi Holdings has continued after the Japanese brewing giant confirmed one of the longest-running rumours in the industry and acquired 100 per cent of Brisbane-based craft brewer, Green Beacon Brewing Co.

The Green Beacon purchase comes just one month after Asahi agreed a $16bn deal to buy Carlton & United Breweries, a deal which is expected to be completed early next year, subject to the ACCC’s approval.

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Green Beacon was founded by school friends Adrian Slaughter and Marc Chrismas in 2013 and has cemented its position in Australia’s craft beer market thanks to winning Champion status at the Australian International Beer Awards three years in a row.

Slaughter, co-founder and on-going 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.”

Peter Margin, Executive Chairman, said that Asahi was looking forward to working with the Green Beacon team and to growing the brand further.

“This is a very exciting time for our business, as we add this great brand and great business to the Asahi Beverages family,” Margin said. “We are looking forward to working with Marc and Adrian to help grow the Green Beacon business, and bring their great tasting beer to more consumers.”

With this deal and subject to the CUB deal going ahead Asahi now owns several Australian craft beer brands including Mountain Goat, 4Pines, Pirate Life and Green Beacon.

After announcing the deal to buy CUB, Margin told TheShout that it was too early to talk about future strategies or what role the craft breweries within the portfolio would play.

“Craft beer is just one part of the overall mix of the beer market,” Margin told TheShout. “The CUB and Asahi businesses both have terrific craft brands, which perform well. We haven’t yet developed a future combined business strategy as the deal has just been announced, and has not yet completed. For now, it is still business as usual for CUB and Asahi.”