Industry Voice Asahi Michael Ritoli General Manager Sales drinks yearbook | 123 2013 proved to be a successful year for Asahi Premium beverages, with key acquisitions and brand growth across the beverage portfolio, seeing Asahi Premium Beverages on the path towards a prosperous 2014. Our newly integrated beverage platform with Schweppes Australia has strengthened our standing in the beverage category, while also providing opportunities for our business and brands to evolve and grow. Introduced as Japan’s first ‘KARAKUCHI’ (dry) beer, fully imported Asahi Super Dry continued to become Australia’s biggest Asian beer and one of the fastest growing premium international beer brands in 2013. It looks promising in 2014 that Asahi Super Dry will continue to grow in popularity both on tap and in packaged product. The 2013 launch of Somersby Cider on tap increased Asahi Premium Beverages’ on-premise presence and grew the consumer demand, quickly positioning Somersby Cider as the number two cider in the market place. The focus for Somersby in 2014 is connecting with the consumer. Continued investment into the ‘Lord Somersby’ television commercial and activation of the Somersby bus at major festivals and events will lead to greater brand awareness. Cricketers Arms continued evolution under the Asahi Premium Beverages banner, which saw the launch of two new SKU’s into the market in 2013 – Indian Pale Ale and Mid On (mid strength), as well as the introduction of flagship Cricketers Arms Lager into draught. 2014 is now set to be a promising year for Cricketers Arms, with a creative advertising campaign and key sponsorships, including the Melbourne Renegades in the Big Bash League. Over the last year, our reformulated Vodka Cruiser range remained a market leader in the light RTD category because of continued investment and successful reinvigoration. Substantial investment is confirmed for Woodstock Bourbon as it continued to outperform in the bourbon category. Its first ever Australian Television Commercial (TVC) campaign will launch during the 2014 Formula 1 Australian Grand Prix, supported by an extensive digital campaign. In the non-alcohol market, Schweppes Australia ramped up its “mix it up at home” campaign in 2013, with a television commercial hitting the airwaves during the Spring Racing Carnival. The signature cocktail, the ‘Flemington Fling’, was debuted at the Melbourne Cup carnival. A trade campaign was launched in key hotels throughout the country, featuring the ‘Flemington Fling’ as a drink of the month, which proved to be a successful campaign with consumers. Further, from an equipment perspective, Schweppes stood at the forefront of technology last year and we were active in installing the latest in energy saving post-mix equipment and refrigeration with their customers. Our customers remain a key focus at Asahi Premium Beverages. We aim to provide an efficient and encompassing service through our integrated sales teams. We continue to observe fastfollowing lead trends and determine where there are gaps in the market.
drinks yearbook 2013
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