Amanda Sellers, appointed as the first female CEO of Asahi Beverages, is undeterred by the challenges facing Australia’s beer industry. As Australians reduce their beer consumption, with beer sales falling by 3% in 2024, Sellers is focused on navigating these changes while maintaining the market share of Asahi, which controls nearly half of Australia’s beer market.
Asahi Beverages, a subsidiary of the Japanese beverage giant Asahi Group, acquired Carlton and United Breweries for $16 billion in 2019. The company produces over 2 billion liters of beverages annually and holds a prominent position with brands like Great Northern, Carlton Draught, and Victoria Bitter. Despite a tough year, which saw an 8.2% decline in profit for 2024, Sellers remains confident that the company can adapt to shifting consumer tastes and market conditions.
Beer consumption in Australia has decreased by a third over the last two decades, with consumers favoring lighter beers and other alcoholic beverages. Sellers attributes this change not to a loss of love for beer, but to an evolving marketplace. As a result, the company is exploring new strategies to capture market share in the broader $62 billion Australian beverage sector.
The trend toward moderation is evident, with a significant portion of Asahi’s beer sales now in the low, no, and mid-strength categories. In response to consumer demands for smaller quantities, Asahi is investing in more affordable and premium options, offering different beer strengths and packaging sizes. Furthermore, Sellers is prioritizing pre-mixed drinks, including the popular Hard Rated range, which has helped Asahi lead the ready-to-drink category in Australia.
Sellers, who has a background in wine and spirits, is focused on responding to global shifts in consumption patterns, particularly among younger drinkers. Many young Australians are looking to reduce or stop drinking alcohol altogether, with a growing preference for no-alcohol options and low-sugar drinks. These changes have prompted Asahi to expand its portfolio, acquiring companies like Never Never Distilling Co. and pushing into non-alcoholic products such as juices and coffee.
In her leadership role, Sellers is also advocating for government action to reduce Australia’s high beer excise tax, the third-highest in the world. With the backing of political figures like One Nation’s Pauline Hanson, she argues that tax cuts could stimulate the market and bring more customers back to pubs and clubs.
Despite the challenges, Sellers remains optimistic. She predicts a rebound in beer consumption as consumer confidence improves following a recent interest rate cut. As she continues to lead Asahi through this transitional period, Sellers emphasizes the importance of staying attuned to consumer preferences and trends.
Her journey to the top has been unconventional but marked by determination. After abandoning a law degree, she worked as a bank teller before pursuing a career in commerce and joining the beverage industry. Sellers spent 17 years at Treasury Wine Estates and Foster’s before transitioning into her current role at Asahi, where she has embraced innovation and led strategic changes to ensure the company remains relevant in a rapidly changing market.
As she looks to the future, Sellers remains committed to steering Asahi Beverages through these evolving times, keeping a sharp focus on consumer trends and the wider beverage landscape.
You Might Be Interested In:
- The 5 Best Non-Alcoholic Beers You Need to Try
- How Many Calories Are in a Craft Beer?
- How Early Can You Buy Beer in Utah? A Comprehensive Guide
