Peroni Nastro Azzurro changes hands as Asahi buys Miller Brands

Gairy Haigh

Beer brands Peroni Nastro Azzurro, Grolsch and Meantime are now owned by Asahi following the completion of its acquisition of Miller Brands UK and the formation of Asahi UK.
Gary Haigh, former MD of Miller Brands, and now Managing Director of Asahi UK, commented,  “Our Super Premium Brand portfolio is powered by a seamless distribution network, expert customer marketing and sales capability – this means we can extend and grow Asahi’s ambition in the UK.  Peroni Nastro Azzurro has been a key driver in the growth of the UK Super Premium sector which is now worth £1.3bn. With the backing of the Asahi Group, we will be able to continue our strategies for the brands, building on their success and allowing our customers to benefit from meeting the demands of UK consumers for high-quality beer brands.”

He continued, “Peroni Nastro Azzurro has been a key driver in the growth of the UK Super Premium sector which is now worth £1.3bn. With the backing of the Asahi Group, we will be able to continue our strategies for the brands, building on their success and allowing our customers to benefit from meeting the demands of UK consumers for high-quality beer brands.”
Gary reports into Hector Gorosabel, CEO Asahi Europe.  He said,  “Consumers and customers are becoming ever-more discerning about the quality and provenance of the brands they choose. Asahi Europe has the brands, the agility and most importantly, the people, to deliver exceptional experiences to both.”

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