USA: Asahi names new Managing Director of Asahi Beer USA and Octopi Brewing

Paul Verdu has been appointed as Managing Director of Asahi Beer USA, Inc. (AB USA) and Octopi Brewing, LLC (Octopi), both part of Asahi Europe & International, to lead the company's ambitious growth plans, the Morning Star reported on February 6.

AB USA markets Asahi Super Dry, the No. 1 Japanese Beer Brand Globally*, and Twisted Shotz, the U.S.' No.1 drink of choice in the Prepared Cocktail category Cocktails Shooters subcategory**. Paul will hold overall responsibility for the combined business strategy and delivery from sales through to supply chain, as the companies continue to integrate into one organization.

Octopi was acquired in January 2024 as part of the Asahi Group's plans for growth in the United States. The Waunakee, WI, facility will produce super premium beer brands from Asahi's global portfolio including Asahi Super Dry and Kozel for the US, as well as other beverages in the Ready-to-Drink category, in addition to serving its existing contract manufacturing customer base. The site, which employed 241 people before the acquisition has since seen a 5.4% headcount growth.

Paul has extensive experience in the beer industry, having worked for Molson Coors, SABMiller, Constellation Brands Beer Division and most recently as President of Wisconsin Brewing Company. "I'm thrilled to join Asahi at this pivotal moment, as we prepare for production of Asahi's brands at Octopi, right alongside our fantastic co-packing clients' products," he said. "We are also focused on creating a combined organization that marries our commercial sales and marketing excellence, technical expertise and Asahi's global scale to enable our future growth."

Octopi is also undergoing a period of technical expansion and transformation, with over $35 million being invested over a three-year period. The investment will improve safety and quality, and enhance beverage production and packaging capabilities at the facility.

The investment began in 2024 with several pieces of equipment having arrived in recent months and the site preparing for installation. While work will continue into 2026, most of the transformation is expected to be complete in 2025. The investment includes:

• The maximization of the existing square footage to include new safety and quality control equipment.
• New brewing equipment and processes (under the supervision of expert brewmasters from Japan and The Czech Republic) to enable Octopi to produce Asahi brand products to exacting global standards.
• A new bottling line and improved packaging capabilities to deliver packaging solutions that better meet customer requirements.

Paul concludes, "This multimillion-dollar investment at Octopi will help us to expand on our overall brewing and packaging capabilities so that we can better meet customer, consumer and employee needs. It is also a key enabler for the growth of Asahi Super Dry and other iconic Asahi brands across the country – there's a lot to look forward to!"

*Based on 2023 actual volume of sales, GlobalData research

** According to Nielsen data on total sales by value and volume (equivalent cases) in 2024 in the US

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