On Never Never Distilling Co's official history page, Asahi Beverages Pty Ltd is mentioned 0 times. The brand tells a story of Australian origin while the corporate reality is carefully omitted.
Never Never Distilling Co was founded in 2017 by three Adelaide friends: Sean Baxter, George Georgiadis, and Tim Boast. They operated from McLaren Vale, quickly winning international acclaim including World's Best Classic Gin at the World Gin Awards 2019. The founders cultivated a distinctly Australian identity using native botanicals like pepperberry and coriander seed. In 2021, Japanese brewing giant Asahi acquired Never Never through its Australian subsidiary, which had previously absorbed Carlton & United Breweries. The founders reportedly remain involved in operations, a common retention strategy post-acquisition.
The brand website reads as a craft operation with no prominent disclosure of Asahi ownership. Marketing continues to emphasise the founders' story and 'South Australian spirit' without acknowledging that ultimate profits flow to Tokyo. This is textbook craft-washing.
Profits flow to Asahi Beverages Pty Ltd, then upward to Asahi Group Holdings, Ltd. in Tokyo — a $20+ billion multinational that also owns Carlton, Schweppes Australia, and numerous former craft brands. Your gin money becomes Japanese corporate revenue.
Each bottle purchased supports a multinational's Australian subsidiary rather than independent Australian producers. While some jobs remain local, strategic decisions and profits are extracted to Japan. The craft premium pricing benefits foreign shareholders.
For genuinely independent Australian gin, try Four Pillars (still majority Australian-owned), Adelaide Hills Distillery (independent SA producer), or Archie Rose (Sydney-based, independently owned). All offer native botanical gins without the multinational parentage.