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The Digital Transformation Festival recap

Lynn Lester
Managing Director of Events at The Drum

Japanese brewer Asahi makes Peroni and Grolsch bid

Japanese brewer Asahi has reportedly made a 400bn yen (£2.3bn) bid for beer brands Peroni and Grolsch days after Danish brewer Carlsberg confirmed that it wouldn't be investing in the brands.

According to Japanese newspaper The Yomiuri Shimbun, Asahi's bid for the two brands that AB InBev is planning to sell off following its takeover of SABMiller, comes as it looks to grow its foothold in Europe and take on the larger brewers in the competitive marketplace.

The move could be huge for Asahi: if successful the acquisition is expected to be the largest in history for an overseas buyout by a Japanese beer maker.

AB InBev is unloading Peroni and Grolsch to avoid falling foul of market regulators.

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