Asahi will get its hands on former SABMiller brands including Peroni

Asahi will get its hands on former SABMiller brands including Peroni

New-look Anheuser-Busch InBev has started life as an enlarged company with divestments worth a combined US$4.4bn.

The company, which completed its takeover of SABMiller yesterday, said earlier today that it has sold former SAB beer brands Peroni, Grolsch and Meantime to Ashai for EUR2.55bn (US$2.83bn). It has also completed the sale of SAB's 49% stake in its Chinese JV, China Resources Snow Breweries, for US$1.6bn.

Both deals were agreed earlier this year and were part of a number of transactions scheduled to take place after AB InBev bought SAB in an effort to appease regulators around the globe.

Asahi will now control Peroni, Grolsch and Meantime in all markets except for the US and Puerto Rico, where sales and marketing for Peroni and Grolsch will be controlled by Molson Coors. The two brands were previously part of the MillerCoors JV that SABMiller operated with Molson Coors that is set to be fully controlled by Molson as part of the AB InBev/SABMiller takeover. 

Control of the China JV will transfer to former SAB partner China Resources Beer, which now has full control of the biggest beer brand in the world by volume, Snow.

AB InBev yesterday finalised its US$103bn takeover of SABMiller after 13 months of negotiations and asset-trading. As well as today's divestments, the brewer has agreed to sell SAB's share of US joint-venture MillerCoors to co-owner Molson Coors. Also today, The Coca-Cola Co confirmed it will take ownership of SAB's stake in Coca-Cola Beverages Africa, the African bottler that started operations in July.

So long, SAB - Anheuser-Busch InBev and the death of SABMiller - Editor's Viewpoint

Industry observers believe that Asahi's takeover of Peroni, Grolsch and Meantime will help give the Japanese brewer a foothold in the competitive European beer market.