01/05/2024
Congratulations to the team at Never Never Distilling Co. on the news they are joining Asahi. Gin is an extremely challenging category at present and it is testament to the strength of the team behind Never Never, the quality of the product, and the work behind the branding, distribution and sales that they have been acquired by a sophisticated buyer like Asahi.
Exciting news ahead and I'll be having an Oyster Shell Gin Martini tonight to celebrate their success!
Ok. Here we go. Big deep breaths.
Weâre incredibly proud, emotional and excited to announce weâre now part of the Asahi Beverages family.
This is a huge day for us. Itâs a day which allows us the opportunities to finally take Never Never and build it into the brand we have always dreamed of. We didnât start Never Never to be small. Thatâs 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 wonât 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 âwhat we thinkâ is the worldâs best liquid (no pressure Tim). Our production methods wonât change. Sean will keep working closely with the best bars around the country and coming up with even bigger April Foolâs Day gags (maybe we actually go to Mars after all?). George will keep running the business, drinking martinis and running marathons (what, he hasnât 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 Timâs 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. Weâre finally going to make good on a request from many of you, to build a 700ml bottle which we will couple with an exciting new label. Weâve been working on a pack glow-up for the past couple of years and canât wait to finally share it. Weâre emotional, we havenât slept properly in months but most of all, weâre 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 wasnât for you.
Weâve always aimed for the horizon (thatâs why itâs on our bottle) and weâve worked non-stop to get here. Now, weâre staring at the next horizon and the one beyond that. The work has only just begun, and we canât wait to grow Never Never into something incredibly special and share it with you all.
Itâs finally time for a drink, so if youâre visiting us this Friday at our distillery door, pop in for a G&T, our shout.
Much love. Sean, Tim and George.
