AB InBev sells SABMiller’s Peroni brand to Japan’s Asahi group

With this strategic move, Ab InBev moves one step closer towards completing its 100 billion plus takeover of SABMiller.

AB InBev process of acquiring its smaller rival SABMiler has made another significant milestone with it accepting Japan’s Asahi Group’s proposal of purchasing SABMiller Peroni beer brand.

Of note is the fact that AB InBev’s acquisition of SABMiller was conditional to it divesting SABMiller’s Grolsch and Peroni beer brands. It was a regulatory requirement.

Earlier in February, the Asahi Group had disclosed that it was in exclusive talks with AB InBev to acquire SABMiller’s Grolsch, Meantime and Peroni beer brands for a cool 2.55 billion euros ($2.9 billion). This proposed purchase by the Asahi group was to offset the slow growth of beer in its home market.

The sale of SABMiller’s Peroni beer brand is in line with AB InBev’s strategic plan to secure antitrust approval from regulators for its $100 billion plus plan to acquire SABMiller, which it started last year.

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Categories: Entrepreneurship, Regulations & Legal, Strategy

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