Asahi to buy Peroni & Grolsch from SABMiller

JAPANESE brewer Asahi is to buy the Peroni and Grolsch beer brands from SABMiller for €2.6bn (US$2.9bn).

SABMiller has been looking to sell the brands to allow the company to be taken over by rival firm Anheuser-Busch InBev (AB InBev).

The transaction will also include the sale of UK manufacturer Meantime Brewing Company, meaning that Asahi will have manufacturing and worldwide distribution control of both brands.

In a statement, Asahi said, “Meantime is a pioneer brand in craft beer in [the] UK and is rapidly growing its popularity amongst the younger generation in areas such as London. We aim to expand its growth platform in Europe and become a global player with a distinct position.”

The deal may affect over 1,500 employees across the three brands. Asahi said the structure of the new business will not be disclosed until the transaction is complete.

Completion of the transaction will coincide with the completion of AB InBev’s acquisition of SABMiller, scheduled for the second half of 2016.