Asahi’s plan to win back a nation out of love with beer
Australia is not the amber nectar-swilling country it once was, as people moderating their consumption have shaken up the $17 billion beverages market.
Will Asahi Beverages ever stop being a beer company? No, says the CEO of the biggest beer and beverages company in Australia, Robert Iervasi. “Beer is at our core,” he insists.
But almost everything else we discuss next over a two-hour, steak-and-beer at the Builders Arms in Melbourne’s Fitzroy is how the Japanese beverages giant moves “beyond beer”.
Patrick DurkinBOSS Deputy editorPatrick Durkin is Melbourne bureau chief and BOSS deputy editor. He writes on news, business and leadership. Connect with Patrick on Twitter. Email Patrick at pdurkin@afr.com
