Fuller’s London Pride, Frontier and Cornish Orchards brands have officially joined Asahi UK’s portfolio.
The news follows the completion of Asahi Europe Ltd’s £250m acquisition of the Fuller’s Beer Company, the beverage and distribution business of Fuller, Smith & Turner PLC.
Supported by its existing brands, including Peroni Nastro Azzurro, Asahi Super Dry, Pilsner Urquell and Meantime, Asahi UK will now offer a “wider range” of premium beers and ciders to on-trade and off-trade customers across the UK and Ireland.
Preserving the Fuller’s brewing heritage and strong brand equity, the new brand additions will “strengthen” Asahi’s position in the market.
Tim Clay, managing director, Asahi UK, said: “All of us at Asahi UK are thrilled to be bringing these much loved cask ale and cider brands into our portfolio.
“Through our existing super premium brand portfolio, distribution network, customer marketing and sales expertise, we aim to extend and grow our new range across the UK and Ireland – to offer our customers the most comprehensive suite of premium beer and cider brands.
“Building on the heritage of Fuller’s London Pride, Frontier and Cornish Orchards, we aim to enrich consumer experiences through industry leading product quality, impactful marketing and by driving ongoing value to our customers. This year will be an exciting time for Asahi UK and our customers.”