Shepherd Neame to sell and market Asahi

12 January, 2007

Kent brewer Shepherd Neame has taken on the distribution, sales and marketing of Japanese lager Asahi Super Dry, after brewing the beer under licence since September 2005.

Sheps chief executive Jonathan Neame said: "Our capability for brewing Asahi Super Dry is already established and we are excited by the opportunities presented by the brand, which we believe has enormous potential both in bottle and on draught."

Sales and marketing director Graeme Craig added:"We will be enhancing our sales force in the national on and off-trade. This will ensure greater national penetration for Asahi Super Dry and our other brands, such as Spitfire Premium Kentish Ale. We are also appointing a dedicated brand manager."

and additional agency support."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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