BoozeBud Founders

Asahi Beverages sells BoozeBud back to founders as part of its new eCommerce strategy

December 11, 2020
By Ioni Doherty

Asahi Beverages, owner of Carlton & United Breweries (CUB), has sold its leading online alcohol retailer BoozeBud back to the business’ founders.

Purchased by CUB two and a half years ago, BoozeBud has since grown to over 250,000 customers and revenue has grown more than 500%.

BoozeBud Founder Andy Williamson said: “We’re delighted to own BoozeBud once again. Over the last two and a half years the business has grown more than six times and is now the leading pure-play online alcohol retailer in the country.

“We always ran the business under CUB ownership so nothing will change for our suppliers and customers who are now preferring to shop online more than ever before.”

BoozeBud was founded in 2014 by Alex Gale, Andy Williamson and Mark Woollcott. The founders take control of the company again from today.

Asahi Beverages made the decision to sell BoozeBud following its review of CUB’s eCommerce participation strategy, which was developed before Asahi Beverages purchased CUB. The new strategy will see CUB “win together” with its customers, with CUB focussing on selling its products through its retail customers, securing visibility for its iconic brands on customers’ digital channels and working with other customers, including on-premise, to develop their online presence.

Asahi Beverages undertook a review of CUB’s current eCommerce participation strategy after CUB was acquired by Asahi Beverages in June and the move to sell Boozebud is the result of a thorough review.

Asahi Beverages Group CEO Robert Iervasi said: “While our broader eCommerce participation strategy continues to evolve, it was decided that now was the right time to sell BoozeBud. We look forward to working and winning together with all our customers, including in the online space.”

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