Foster's loses Asahi as brewer finds new home

The article says the loss was fallout from last year’s takeover of Foster’s by SABMiller. Asahi Group decided to import and market Asahi Super Dry itself in Australia rather than keep the existing arrangement with Foster’s.

According to the article, Asahi Group Tokyo will begin importing and marketing its flagship Asahi Super Dry in Australia from April 2, through its local subsidiary.

Asahi Group will use its local subsidiary, Independent Distillers, specifically a new premium beverages division, to import and market Asahi Super Dry in Australia.

An Independent Distillers spokesman told the article the Asahi deal should push the company into the top six alcohol companies in Australia and lift annual sales from about $300 million to about $400 million.

The push will be spearheaded by two former Foster’s executives, Andrew Amarant and Matt Grix, who are involved in the Asahi/Independent Distillers effort in Australia.

The article notes that earlier Foster’s had already lost Stella Artois to Lion Nathan as part of the same takeover fallout, and now it has lost Asahi as well.

Foster’s has stepped up Australian promotion of its remaining international beer roster, led by Italian pale lager Peroni Nastro Azzurro, to bolster its position after losing brands.

The article highlights that corporate takeovers can reallocate brand rights and change market share quickly—Asahi shifting to its own importer boosted Independent Distillers’ projected sales and rank, while Foster’s has had to refocus promotion. Investors may want to watch brand-rights moves and distribution changes because they can affect company sales and competitive position.