by The PMA Team
Shepherd Neame has signed an agreement with Asahi Breweries to brew the number-one Japan-ese beer Asahi Super Dry under licence for the UK market.
The agreement, which comes after almost two years of negotiations, will see the brand brewed and packed in 330ml single and four packs, 500ml bottles and 30-litre kegs by the Kent brewer, with production set to roll in September.
Asahi, which sells 250,000 cases per year in the UK, has set a target of 600,000 cases by 2008, selling through 800 bars, pubs and restaurants.
The deal will mean an extra 15,000 barrels brewed in Faver-sham where total barrelage is 210,000 barrels a year. Shepherd Neame will also distribute the beer to selected pubs in its 370-strong estate, and to free-trade customers. Asahi Beer Europe, a 100%-owned subsidiary of Asahi Breweries, will be responsible for sales and marketing.
This is the first time Asahi Super Dry has been brewed in the UK.
Tadashi Nakai, managing director of Asahi Beer Europe, said: 'Asahi Super Dry has enjoyed considerable success in the UK, our largest European market. Bringing the brewing operation to the UK was the next logical step to ensure we continue to increase sales and expand into the on-trade keg market.
'As a long-established family business, Shepherd Neame has excellent credentials.
The Kent brewer already brews Kingfisher, Holsten Export, Oranjeboom Pilsener and Chinese beer Sun Lik under licence. Beer brewed under licence accounts for 50% of the total Shepherd Neame barrelage.
Shepherd Neame chief executive Jonathan Neame said consumers were increasingly interested in specialist beers such as Asahi Super Dry. Of the Asahi deal, he said: 'We have quite a portfolio already and we would not necessarily be interested in expanding it unless we thought this was a company and a brand we could do business with.