Asahi Beverages cuts three CEO roles in major reshuffle

Carlton & United Breweries CEO Danny Celoni will leave the business as Asahi Beverages consolidates three chief executive roles into a single CCO position.

Asahi Beverages has opted to consolidate its three CEO positions of business divisions Asahi Lifestyle Beverages (ALB), Carlton & United Breweries (CUB) and Asahi Beverages NZ into one chief commercial officer role.

Group CEO Amanda Sellers said of the decision: “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.”

Danny Celoni, CEO of our CUB business division since 2022, has decided to leave the business as a result of the restructure.

Sellers described Celoni as “an incredibly respected CEO and industry leader, so we understand Danny’s decision to pursue new opportunities at the CEO level”

Celoni will leave the business at the end of June. Prior to his departure he will oversee the company’s transition process.

Nigel Parsons will be taking on the newly-created chief commercial officer role at Asahi Beverages from 1 April 2025.

The CCO will have responsibility for the Group’s commercial and sales functions across Australia and New Zealand, covering alcohol and non-alcohol. Parsons, who has been CEO of the ALB business division since joining the business in March 2021, will continue to report to Group CEO Amanda Sellers.

Sellers said: “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.

Andrew Campbell, CEO of Asahi Beverages NZ, will continue to lead the New Zealand business in the new position of NZ country manager, reporting to the new CCO.

Brian Phan will see his role expanded. Phan’s responsibilities now include the group’s marketing, innovation and
portfolio management in Australia, covering both alcohol and non-alcohol, as chief growth officer. He will continue to lead the strategy and disruption teams and will continue to report to Group CEO Amanda Sellers.

There will be no changes to Asahi’s beverages or manufacturing operations as a result of this announcement, the company said in a press release.

News of Asahi’s reshuffle follows an announcement from the group in November announcing that Asahi Group would transition from four regional headquarters to three.

The company said in a statement in November 2024: “As of April 1, 2025, Asahi Group will shift from a four RHQ structure, covering Japan, Europe, Oceania, and Southeast Asia, to a three RHQ (3RHQ) structure.”

Regional headquarters in Oceania and Southeast Asia will be integrated by the group.

Asahi said its decision was intended to integrate business in Southeast Asia and Oceania. The non-alcohol beverage operations currently under Asahi Holdings Southeast Asia Sdn. Bhd. will be integrated with Asahi Beverages Pty. Ltd.

Additionally, Asahi Europe and International, Ltd. (“AEI”) will transfer its alcohol beverage businesses in Southeast Asia and South Asia to Asahi Beverages Pty. Ltd.

The East Asia alcohol beverage business managed by AEI will be integrated into Asahi Group Japan, Ltd.

The group said it intended to leverage the Japanese arm’s supply chain, the strength of its established brands and product development expertise to build its AEI business.

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