Peroni beer brand is heading to Japan as part of a multi-billion dollar deal with Japan’s Asahi. Brewer Anheuser-Busch InBev, which is in the process of acquiring rival SABMiller, said it accepted an offer from the Asahi Group for the brand, which also includes Grolsch. AB InBev said Asahi’s acquisition of the brands was conditional on the successful closing of its takeover of SAB. The value of the deal has not been revealed but Asahi said in February it had lodged a €2.55 billion (£2bn) bid.
This transaction will be completed concurrently with and subject to the completing of AB InBev’s acquisition of SABMiller.
Asahi, which also owns the Super Dry clothing brand, is looking to offset slow growth in its home market. The sale is part of AB InBev’s plan to secure antitrust approval for its $100 billion-plus takeover of SAB, agreed last year.