Asahi Beverages has acquired super-premium distillery Never Never, one of Australia’s most highly-awarded gin brands.

Never Never launched in 2016 by George Georgiadis, Tim Boast and Sean Baxter. The trio turned their passion into a business and started distilling gin out of an Adelaide shed.

The brand has since picked up a number of awards – including World’s Best at the World Gin Awards and three consecutive wins as Champion Australian Distiller at the Australian Distilled Spirits Awards.

Never Never’s home is on top of Chalk Hill in the spectacular region of McLaren Vale, South Australia, where it produces its gins such as Triple Juniper and Oyster Shell.

Bartenders and gin-lovers alike have embraced Never Never’s flavour concentration, innovation and obsession with quality – which distinguish it from other brands in Australia’s $3.8 billion premium spirits segment.

Asahi Beverages Group CEO Amanda Sellers said: “We are acquiring Never Never because we recognise Never Never’s incredible brand and success. Combining Asahi’s reach with Never Never’s amazing portfolio, extensive spirits knowledge and capability will enhance the value proposition for our customers.”

Never Never will be sold through Asahi’s alcohol division Carlton & United Breweries.

CUB CEO Danny Celoni told the Australian Financial Review the company had approached Never Never more than a year ago. He said the upper end of the gin category was delivering strong growth, and Never Never had tapped into a continuing premiumisation shift by drinkers, who were choosing quality over quantity.

“It’s probably become almost economy-proof,” Mr Celoni said of the premium gin segment.

Never Never Managing Director and Co-Founder George Georgiadis said: “When we founded Never Never, our vision was to create exciting and innovative gin that competed with the biggest brands in Australia and pushed the boundaries of what’s possible.

“This partnership allows us to realise our vision by helping change, and also grow, Australia’s gin market, where around 80% of gin Australians drink is imported – despite Australia being home to some absolutely cracking gin brands.

“With their consumer brand-expertise and deep customer relationships, Asahi will help grow Never Never in a way which we’ve always aspired to. Our values have been crucial in building our brand, and align incredibly strongly with the values and culture of Asahi Beverages.”

The three co-founders have been front and centre of the brand since day one and will remain in their roles.

Asahi said the acquisition will not have any effect on day-to-day operations but will allow Never Never to be available to a broader range of customers, and provide better support and offerings for existing customers and consumers.

Never Never’s full statement on the sale

“We’re incredibly proud, emotional and excited to announce we’re now part of the Asahi Beverages family.

“This is a huge day for us. It’s a day which allows us the opportunities to finally take Never Never and build it into the brand we have always dreamed of. We didn’t start Never Never to be small. That’s somewhat ironic given we started in a 16sqm space in a shed with no running water. It was always our ambition to build a spirit brand that competed with some of the biggest in the world, we just thought it might take a while.

“Every big brand starts with one or two people with aspirations of greatness, with a passion and commitment to quality flavour. We want our brand to have a similar trajectory, to grow into something beyond our comprehension and to continue to tell our story for generations to come.

“While this is a game changer for our brand, outside of the support it provides, this won’t change the core of the business. Rest assured, the founder team will be working hard to continue to achieve the success that has got us to this point.

“Tim will keep making –what we think– is the world’s best liquid (no pressure Tim). Our production methods won’t change. Sean will keep working closely with the best bars around the country and coming up with even bigger April Fool’s Day gags (maybe we actually go to Mars after all?).

“George will keep running the business, drinking martinis and running marathons (what, he hasn’t told you yet? He will. Great time by the way). The rest of our team will be staying on and will be able to grow securely within the business.

“We also plan on making new hires that will assist in growing our small South Australian gin brand into a much bigger one.

“From the days of selling gin to local bars from the boot of Tim’s old beat-up Magna, to exporting our products around the world, working with Asahi Beverages will continue to grow our distribution networks across the country and reach new brand fans in every corner.

“We’re finally going to make 700ml bottle which we will couple with an exciting new label. We’ve been working on a pack glow-up for the past couple of years and can’t wait to finally share it.

“We’re emotional, we haven’t slept properly in months but most of all, we’re so incredibly thankful. Thankful to our supporters who have been with us from the very beginning, who have proudly purchased bottles and talked about us to their friends or anyone who would listen. We would not be here if it wasn’t for you.

“We’ve always aimed for the horizon (that’s why it’s on our bottle) and we’ve worked non-stop to get here. Now, we’re staring at the next horizon and the one beyond that. The work has only just begun, and we can’t wait to grow Never Never into something incredibly special and share it with you all.

“It’s time for a gin & tonic. Our shout.”