Asahi buys Peroni, italian beer’s brand

Peroni, one of the most famous italian beer becomes Japanese. Anheuser-Busch InBev has accepted the binding offer of Asahi, the largest Japanese manufacturer of beer, to buy the Peroni and Grolsch brands. The offer amount is not known, but previously there was talk of 2.55 billion euro, for a package that also includes British Meantime.

The selection of Asahi, presented at the outset on 10 February, depends on obtaining agreement from the mega $ 108 billion that will lead Anheuser-Busch InBev to acquire SabMiller.

The viscous November, the Belgian giant, which counts among its Budeweiser brands, Stella Artois, Corona and Beck's, took over the South African SabMiller, in a mega-merger (the third largest in history) impegandosi to cede some brands of the same SabMiller for obtain clearance from the antitrust authorities.

With these new brands Asahi, which controls 38% of the beer market in Japan, intends to spread outside of Asia. In addition, the beer industry for years has been in a consolidation phase, since the growth of the craft beer market pushes the historic homes to join forces.