Amanda Sellers has officially been named the new group CEO of Asahi Beverages, Asahi Group Holdings’ Oceania arm, after serving in the interim position since June. Sellers’ appointment marks a significant milestone, not only for the company but also for the wider industry, as she becomes the first female CEO of a regional headquarters within the Asahi Group.
She takes the helm following the departure of Robert Iervasi, who led the company from 2019 and oversaw several major developments, including the acquisition of premium coffee brand Allpress Espresso in 2021.
Extensive industry experience
With more than two decades of experience in the global drinks industry, Sellers brings a wealth of strategic and financial expertise to her new role. Prior to joining Asahi Beverages in 2019 as group CFO, she held senior roles at Treasury Wine Estates, where she served as CFO for both the Asia and Europe divisions, as well as for the Australia and New Zealand region.
Atsushi Katsuki, president and CEO of parent company Asahi Group Holdings, expressed strong confidence in Sellers' leadership: “The board has huge confidence in Amanda’s capabilities to lead our Oceania business into its next phase of growth and innovation.”
Sellers’ promotion reflects a wider commitment within the company to diversity and strong, locally rooted leadership across its regional markets.
Focused on growth and innovation
Sellers said she was honoured to take on the position at a pivotal moment for Asahi Beverages: “It’s a tremendous honour to be entrusted with the leadership of Asahi Beverages at a key time for our business as we continue to invest in and grow our operations across Australia and New Zealand.”
She acknowledged the strength of the company’s brand portfolio and its team’s agility in navigating the rapidly evolving beverage market. “Our continued success in Oceania lies not just in our great brands—like VB, Asahi Super Dry, Schweppes, Long White, Cool Ridge, and Allpress Espresso—but also in our team’s passion and ability to innovate and meet our consumers’ needs,” she said.
Sellers has also emphasised the importance of strategic partnerships and collaboration with stakeholders across the supply chain. Her interim leadership over the past six months gave her a deeper understanding of these relationships, which she says will play a crucial role in future growth.
A diverse and powerful brand portfolio
Under Sellers’ leadership, Asahi Beverages will continue managing one of the most diverse and dynamic brand portfolios in the region. In addition to its iconic local brands, the company is responsible for producing and distributing globally recognised beverages such as Pepsi, Lipton, Mountain Dew, Pilsner Urquell, Peroni, and Nikka Whisky.
The Oceania division of Asahi Group Holdings is a major player in both the alcoholic and non-alcoholic beverage sectors, with a growing presence in premium coffee and health-focused drinks. With Sellers now at the helm, the company is expected to pursue continued investment in product development, sustainability initiatives, and regional expansion.
Looking ahead with confidence
Sellers’ appointment is seen as a natural progression given her strong track record within the business and extensive understanding of the Oceania market. Her leadership is expected to further reinforce Asahi Beverages’ position as a top-tier player in the region’s competitive drinks industry.
“I’m confident that through our valued partnerships, and the plans we’ve developed together, we’ll grow our businesses and deliver even more for our consumers,” she said.
As the beverage landscape continues to shift with changing consumer preferences and environmental challenges, Amanda Sellers’ appointment signals Asahi’s commitment to strategic evolution, inclusive leadership, and continued success across Australia and New Zealand.