As we approach International Women’s Day 2025, we are reminded of the importance of accelerating action for gender equality. The global theme for this year, ‘Accelerate Action,’ challenges us to take decisive and swift steps toward achieving gender parity, which, at the current rate of progress, will not be reached until 2158. This year, we’re celebrating the exceptional women in the liquor industry who are not just breaking barriers but also demonstrate what it means to not only challenge the status quo but to forge new paths forward for others to follow.
Through this special edition of National Liquor News Leaders, we are focusing on women who are shaping the future of the liquor industry. Their leadership and vision have not only contributed to their personal success but have also opened doors for the next generation of women to thrive in the industry.
Here Asahi Beverages Group CEO, Amanda Sellers, shares how the business finished 2024 with strong momentum after a year of major achievements despite challenging conditions persisting across much of the industry.
Asahi were big winners in October at the Australian Liquor Industry Awards (ALIA), winning the prestigious Best Off-Premise Supplier award.
“The ALIA Awards were a major highlight of 2024. They showed how we continued to show up for our customers as we innovated and heavily invested to stay ahead of evolving consumer trends.”
Amander Sellers, Group CEO, Asahi Beverages
The awards also showcased Asahi’s leading multi-beverage alcohol portfolio, with its brands picking up several of the top gongs.
Great Northern Original won Best Full Strength Beer for the second straight year, Balter’s Captain Sensible won the Best Mid or Low Strength Beer and Asahi Super Dry won Best Premium International Beer. Meanwhile, Never Never’s Triple Juniper won Best On-Premise Spirit/Liqueur, capping a remarkable few months for the super-premium distillery following the announcement of its acquisition by Asahi in May.
Group CEO Amanda Sellers said: “The ALIA Awards were a major highlight of 2024. They showed how we continued to show up for our customers as we innovated and heavily invested to stay ahead of evolving consumer trends and give Australian drinkers what they want.
“Never Never’s recognition underlined its premium range and commitment to quality that led us to acquire it last year – enhancing the value proposition for our customers and plugging an important gap in our offering.
“And while it didn’t win, I was especially proud of Balter Cerveza being highly commended in Best Premium Beer Domestic, a great achievement for a beer launched only a year earlier.”
Innovation continued apace at Asahi throughout 2024. The launch of Hard Rated Zero Sugar varieties and the transition of Vodka Cruiser Zero Sugar from bottles to cans helped consolidate its position as number one in light RTDs.
Last year also saw the launch of premium beers Great Northern Long Run and Cascade Origin – brewed to mark Cascade’s 200th birthday – plus mid-strength Carlton Dry 3.5%. It’s become Australia’s best new-selling beer and an important addition to Asahi’s range of no-, low- and mid-strength beers, which now account for a third of its total beer sales. This is a great example of how Asahi is giving Australian beer lovers more opportunities to moderate their alcohol consumption.
Asahi Beverages clearly continues to invest substantially in its innovation pipeline, delivering new products and packs that are loved by consumers and create real value for customers.
However, as tough economic conditions have lingered so too have the challenges for the industry, customers and consumers.
Sellers said: “We expect conditions to improve this year and are well positioned to capitalise on these more positive conditions with our comprehensive portfolio of iconic brands and new product launches.
“2025 is also a milestone year for our sustainability program. We have a number of big goals with 2025 targets that we have been working on for many years.
“Firstly, our major goal to have 100 per cent of our purchased electricity sourced from or matched with renewable sources this year. It is through power purchased via solar farm and solar panels at our sites that this will be achieved. Secondly, our goal to have 100 per cent of our primary packaging (excluding caps and labels) recyclable, reusable or compostable by the end of 2025.”
Sellers added: “Our beverages bring enjoyment and connection to everyday moments in life. We are committed to ensuring Australians can celebrate these moments in a more sustainable way that reduces the impact on our planet.
“We’ve started 2025 with momentum and big plans to deliver more for our customers as we create mutual value and deliver Australia’s best beverages.”
Amanda Sellers, Group CEO, Asahi Beverages
This article originally appeared in the 2025 Industry Leaders Forum edition of National Liquor News.