Australia: Japan’s Kirin and Asahi to battle for market leadership in Australia

With the acquisition of a leading Australian beer brewer, Asahi Group Holdings Ltd. will battle with Kirin Holdings Co., a Japanese industry peer and second in the Australian market, for dominance in a country known for its beer culture, Nippon.com reported on August 26.

Asahi, which currently holds a market share of 1.2% in Australia, will rise to first place with the planned purchase of Carlton & United Breweries, or CUB, which holds a market share of some 45%, according to a private survey. The acquisition process is expected to be completed by March 2020 after gaining approval from Australian authorities.

After the acquisition, Asahi and Kirin, which took full control of an Australian brewer in 2009, will together account for some 80% of the country's beer market.

In Australia, beer is a must for interacting with others.

Jack Larkins, a 22-year-old bartender, said, "Most of the time you go, 'Let's catch up over beer.' That's the culture in most of Australia."

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