Fuller’s brands officially move into Asahi’s portfolio

The brewer and distributor announced it intended to take on Fuller’s brewing and drinks business in January this year, following a £250m deal.

Fuller’s cider, soft drinks, wine wholesaling and distribution business, as well as its beer brewing operations, all form part of Asahi’s portfolio, which already included Peroni, Kozel and Meantime.

The brewer said the new products now form a new super-premium beer, cask ale and cider offering.

Fuller’s drinks business​

According to a statement from Asahi today (29 April), the acquisition of Fuller’s drinks business is part of an ongoing growth strategy to lead in premium beer across Europe.

However, it has made clear, Fuller’s brewing heritage and brand equity will remain a focus under its ownership.

Asahi UK managing director Tim Clay said: “Through our existing super-premium brand portfolio, distribution network, customer marketing and sales expertise we aim to extend and grow our new range across the UK and Ireland – to offer our customers the most comprehensive suite of premium beer and cider brands.

“Building on the heritage of Fuller’s London Pride, Frontier and Cornish Orchards, we aim to enrich consumer experiences through industry leading product quality, impactful marketing and by driving ongoing value to our customers.”

Fuller’s chief executive ​

When the sale was announced earlier this year, Fuller’s chief executive Simon Emeny said the deal would secure Fuller’s future.

The future of the Griffin brewery, in particular, was important to the board and would​ remain protected.

“Brewing has formed an integral part of our history and brand identity, however, the core of Fuller’s and the driver of our future growth is now our premium pubs and hotels business,” he said.

Selling the drinks arm of the long-established brewing and pub company would allow Fuller’s to focus on its property portfolio, which has seen significant growth in recent years.