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Asahi Europe CEO Hector Gorasabel: global footprint will allow international potential of Fuller's brands to be unlocked

Photo credit: Cath Harries 

Asahi looks to Fuller’s for beer styles, growth potential

Asahi Europe is looking to expand into new categories with its acquisition of Fuller’s brewing assets, namely an introduction to cask ale and ciders. 

In a statement, Asahi also sees potential for expanding the footprints of Fuller’s brands, using its “established global footprint” to introduce the newly-acquired brands around the world. 

Asahi Europe CEO Hector Gorosabel said Fuller’s portfolio will help consolidate the brewer’s leading presence in the premium beer category. 

“At the same time, our global footprint will enable us to unlock the potential in these brands internationally to significantly enhance their scale and value,” said Gorosabel. 

“It is another step towards realising Asahi Europe’s vision of becoming a global brewing powerhouse built on our commitment to brewing excellence and quality.”

The £250 million deal, announced Friday, will see Asahi Europe acquire the assets of Fuller’s Beer Company, namely the Griffin Brewery, its beer brands and an exclusive, royalty free licence to use certain trademarks, including the Fuller’s name and logo.

Included in the transaction are the Cornish Orchards cider business, boutique beer importer Nectar and West Sussex craft brewer Dark Star, which was acquired by Fuller’s as recently as February 2018. 

Asahi has been clear that brewing will continue at Griffin Brewery post-transaction completion. 

A spokesperson for Asahi Europe confirmed, “Once this acquisition has been approved by all parties, we will continue to brew beers at the Griffin Brewery in Chiswick. It is, and always has been, the home of London Pride.”

Asahi Europe, a wholly owned subsidiary of Asahi Group Holdings, brews and markets Peroni and Grosch and Pilsner Urquell, as well as Meantime Brewing in London. All these assets were acquired in the reorganisation of the global brewing industry following AB InBev’s acquisition of SABMiller in 2016. 

Completion of the sale is pending approval by Fuller, Smith & Turner’s shareholders and the UK Competition and Markets Authority. Assuming that these approvals are received, the transaction is expected to close in the first half of 2019. 

Larry Nelson
28th January 2019

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