Asahi begins distributing ASM brands

Asahi Premium Beverages (APB) has begun distributing the four spirits brands it acquired from ASM Liquor.

APB's deal includes Vodka O, Tequila Blu, Canadian whisky Spicebox and VDKA 6100.

ASM Liquor will retain the VDKA 6100 brand for use in all markets outside Australia, New Zealand and Japan.

VDKA 6100 was designed by actor Robert De Niro, who became the face of the brand and launched it at the 2014 Tribeca Film Festival in New York. 

“These brands will give APB an important position within the full strength spirits category,” said Scott Hadley, APB’s chief commercial officer. “This will mean we can offer our customers an even broader range of alcohol beverages.”

The company has been traditionally known for its beer and cider brands, a position consolidated by its acquisition of most of the European assets of SABMiller following the merger with AB InBev. The deal, which included Czech market leader Pilsner Urquell and Kozel, Poland’s Tyskie and Lecher and Hungary’s Dreier, immediately making it a major power in Europe’s competitive brewing market. 

Prior to the ASM acquisition, APB's spirits portfolio comprised Vodka Cruiser and Wild Moose RTDs, Woodstock Bourbon and Highland Scotch whisky.

But it has been seeking to boost its spirits portfolio globally following its 2016 earnings report showing its full-year whisky and spirits sales had dropped 6.1%.  

In June, Asahi Group also boosted its presence in the growing Japanese white spirits category with the release of Nikka Coffey Gin and Nikka Coffey Vodka.

The ASM journey

ASM co-founders Julian Moss and Simon Sibia started the company in 2004 to create an impurity free vodka.

They initially operated out of an old mechanic’s garage and distributed the first cases of Vodka O in a kombi van to bars in Sydney’s Bondi and Kings Cross.

The brand grew to become Australia's third biggest selling vodka. 

Billionaire James Packer invested $32million in ASM after coming on board in 2013, giving him a 70% stake in the company.

Accolade Wines' new General Manager, Australia, New Zealand, Chris Flaherty, became CEO of ASM Liquor in 2014. However, he moved on less than two years later to work in advisory and board roles, including spending five months with Thirsty Camel bottleshops in Victoria.