Asahi Beverages Consolidates CEO Roles and Restructures Leadership

Asahi Beverages has announced a major leadership restructuring, consolidating its three CEO positions—previously overseeing Asahi Lifestyle Beverages (ALB), Carlton & United Breweries (CUB), and Asahi Beverages NZ—into a single chief commercial officer (CCO) role.

Group CEO Amanda Sellers explained that the decision aimed to streamline the company’s multi-beverage operations, bringing together its Australian commercial and sales functions along with the New Zealand business under one leadership structure. She noted that the change was expected to enhance the customer experience, unlock new growth opportunities, and better align with evolving consumer preferences.

As a result of the restructure, Danny Celoni, who has led the CUB business division since 2022, has decided to leave the company. Sellers described him as a highly respected industry leader and acknowledged his decision to pursue new CEO-level opportunities. Celoni will remain with the company until the end of June to oversee the transition process.

Nigel Parsons, who has been serving as CEO of the ALB business division since March 2021, will step into the newly created CCO role on April 1, 2025. In this position, he will be responsible for the company’s commercial and sales functions across Australia and New Zealand, covering both alcohol and non-alcoholic beverages. He will continue to report directly to Group CEO Amanda Sellers.

Sellers highlighted Parsons’ achievements at ALB, crediting him with expanding market share and driving sales growth in the non-alcoholic beverage segment. She also pointed to his strong customer relationships, which have led to significant partnership deals and an expanded client base.

Meanwhile, Andrew Campbell, CEO of Asahi Beverages NZ, will transition into the role of New Zealand country manager, reporting to Parsons.

Additionally, Brian Phan’s responsibilities will expand as he takes on the role of chief growth officer, overseeing marketing, innovation, and portfolio management in Australia for both alcoholic and non-alcoholic beverages. He will continue to lead the company’s strategy and disruption teams while reporting to Sellers.

Asahi Beverages confirmed that there would be no changes to its product lineup or manufacturing operations as a result of the leadership restructure.

This announcement follows Asahi Group’s broader corporate restructuring, revealed in November 2024, in which the company confirmed it would transition from four regional headquarters (RHQs) to three.

Effective April 1, 2025, Asahi Group will consolidate its Oceania and Southeast Asia RHQs into a single entity. The group explained that this move was intended to better integrate operations across the two regions. As part of this change, Asahi Holdings Southeast Asia Sdn. Bhd.’s non-alcoholic beverage operations will merge with Asahi Beverages Pty. Ltd.

In addition, Asahi Europe and International, Ltd. (AEI) will transfer its alcoholic beverage businesses in Southeast Asia and South Asia to Asahi Beverages Pty. Ltd. Meanwhile, the East Asia alcoholic beverage business, currently managed by AEI, will be integrated into Asahi Group Japan, Ltd.

The company stated that this restructuring was aimed at leveraging its Japanese division’s supply chain, established brand strength, and product development expertise to support the growth of its AEI business.

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