Asahi Beverages has unveiled a series of executive changes as part of a strategic restructuring aimed at streamlining the company’s operations in Australia and New Zealand.
The company has appointed Nigel Parsons as its new Chief Commercial Officer (CCO), a role that will oversee the commercial and sales functions across both alcohol and non-alcohol sectors in the region. Parsons will begin his new role on April 1, 2025, and will continue reporting directly to Group CEO Amanda Sellers.
Parsons, who has served as the CEO of Asahi Lifestyle Beverages (ALB) since March 2021, has played a key role in expanding the company’s market share and sales in the non-alcoholic beverage segment. Sellers expressed her enthusiasm about Parsons stepping into the new role, praising his achievements in building strong customer relationships and securing major partnerships.
“We’re confident that the consolidation of our commercial and sales functions will unlock new growth opportunities and enhance the customer experience,” said Sellers.
“Nigel has achieved considerable success as CEO of ALB, increasing our market share and sales across our non-alcohol beverages portfolio. Nigel has built exceptional relationships with our customers, which has resulted in significant new partnership deals and an expanded customer base.”
In a related change, the restructuring will also eliminate the CEO roles within Asahi Beverages’ three business divisions: Asahi Lifestyle Beverages, Carlton & United Breweries (CUB), and Asahi Beverages NZ. As a result, Danny Celoni, who has led the CUB division since 2022, will be stepping down.
Celoni, a highly respected figure in the industry, has decided to pursue new opportunities at the CEO level. His departure will take effect at the end of June 2025, after which he will continue to support the transition process.
“The consolidation of the Group’s Australian commercial and sales functions and the NZ business under a Chief Commercial Officer will simplify our multi-beverage business, delivering a superior customer experience. We’re confident that we’ll unlock new growth opportunities and deliver on evolving consumer drinking trends,” Sellers said.
She added: ““Danny is an incredibly respected CEO and industry leader, so we understand Danny’s decision to pursue new opportunities at the CEO level. He will leave the business at the end of June, but until then he will continue to play an important role in ensuring the transition process runs smoothly.
“Danny has made an exceptional contribution to our business and will leave a lasting legacy. Danny’s significant achievements include the development of our leading alcohol innovation pipeline and CUB winning the Australian Drinks Awards Supplier of the Year two years in a row.
“His success in instilling a customer-centric mindset at CUB, and his effective strategies to expand the category, have delivered us strong growth across our alcohol portfolio over the past three years.”
In addition to the appointment of Parsons, Asahi Beverages has also announced changes to its New Zealand operations, with Andrew Campbell, the current CEO of Asahi Beverages NZ, to take on the new role of NZ Country Manager, reporting to Parsons in his capacity as CCO.
The final update in the executive reshuffle is the expansion of Brian Phan’s role. Phan will now oversee the Group’s Marketing, Innovation, and Portfolio Management functions in Australia, covering both alcohol and non-alcohol products. As Chief Growth Officer, he will also continue to lead the Strategy and Disruption teams, reporting to Sellers.
Asahi Beverages emphasised that these changes will not affect its beverage or manufacturing operations, which will continue as usual. The company said it remains focused on its strategic vision of driving growth and innovation across its diverse product portfolio in Australia and New Zealand.