UK & Japan: Asahi and Shepherd Neame sign new brewing and licensing agreement
Shepherd Neame has signed Wednesday a UK and Ireland sales and marketing agreement with Asahi Breweries Ltd for leading Japanese lager, Asahi Super Dry, according to Shepherd Neame’s news desk, December 13.
Kent-based speciality brewer Shepherd Neame has produced Asahi Super Dry under an exclusive brewing licence since September 2005 and now adds distribution, sales and marketing to its agreement.
Asahi Breweries Ltd will concentrate on maximising its market share across Europe and establishing Asahi Super Dry as the leading Japanese lager, particularly in the burgeoning markets of Eastern Europe and Russia.
Shepherd Neame's chief executive, Jonathan Neame said: "Our capability for brewing Asahi Super Dry is already established and we are excited by the opportunities presented by the brand which we believe has enormous potential both in bottle and on draught."
Shepherd Neame's sales and marketing director, Graeme Craig said: "As a consequence of this agreement, we will be enhancing our sales force in the national on and off-trade. This will ensure greater national penetration for Asahi Super Dry and our other brands, such as Spitfire Premium Kentish Ale. We are also appointing a dedicated brand manager and additional agency support.
"Draught Asahi Super Dry is increasingly popular and has performed exceptionally well since its launch earlier in the year. Shepherd Neame will be providing national technical support for the brand. This will build on the brand's already strong performance in bottle in the restaurant and bar sector."
The exclusive licence for marketing, sales and distribution begins January 1, 2007
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