Will Australia's beloved beers be erased by Japan's rebranding effort?

In Australia, fears are rising that some of the country's most cherished beers could soon be rebranded, resulting from a concerted effort by Japanese corporations to reshape local perceptions. This concern has surfaced following the acquisition of Carlton & United Breweries (CUB) by Asahi Group Holdings in 2019 for a reported $16 billion. Initially, CUB operated as a subsidiary of the world’s largest beer company, Anheuser-Busch InBev, which illustrates the significant changes within the Australian beer industry resulting from foreign ownership. Japanese firms now hold ownership over Australia’s two major beer brands, leading to apprehension regarding the preservation of the local character associated with these drinks. The marketing strategy associated with Asahi is particularly pronounced, as it aims to enhance its profile in Australia. There is a belief among consumers that this could lead to a dilution of the traditional branding, provoking feelings of nostalgia amongst long-time drinkers. Furthermore, as beer consumption in Australia has declined in recent years and younger consumers gravitate towards trendy pre-mixed beverages, such as sugar-free alcoholic seltzers, the market landscape is shifting rapidly. This change is compounded by the fact that brewers are facing record inflation rates of up to 20% on essential brewing ingredients like barley and hops. Amid these pressures, Asahi reassured consumers of its commitment to the CUB brand, asserting that more than 95% of its beverages sold in Australia are locally produced. However, skepticism remains as evidenced by long-time drinkers who may consider switching to other options like Tooheys due to the perceived jeopardy of authenticity in locally-respected brands. CUB, a Melbourne-based company that has been a staple of Australian culture since its founding in 1903, is at the heart of this scrutiny, as it represents iconic beers that many Australians hold dear. The suggested rebranding effort underscores a broader transition within the beer market that challenges the essence of local brewing traditions.