Waunakee is now home to the U.S. headquarters for the fifth or sixth largest beer company globally, since Asahi Beer USA acquired Octopi Brewing.
Paul Verdu, managing director of Asahi Beer USA, spoke about the company and changes in demand for alcohol at the Oct. 2 Waunakee Rotary Club meeting. His extensive background in the beer industry includes his time at Molson Coors, SABMiller, Constellation Brands Beer Division and most recently as President of Wisconsin Brewing Company.
Noting the industry has seen a decade of disruption, innovation and reinvention, Paul outlined some of the changes in the alcohol industry.
Asahi acquired Octopi in January 2024, and is investing $35 million into the brewery to ensure it continues to be successful. The heart of the facility is the taproom, and the company was built around it with a large brewing facility and packaging facility across the street.
Globally, Asahi owns a number of different labels. The Octopi plant during an average year produces 192 million 12-ounce cans of beverages. It has 18 different clients it contracts with, and produces 194 different beverages in different pack sizes, such as 4-, 6- and 12-packs.
Paul said Asahi chose to acquire Octopi for a number of reasons. First, the size of the facility will allow the company to grow. There is also land behind the warehouse for future expansion. The company also wanted to locate in a growing community with access to resources and talent. The central location in the United States will also save on shipping to other areas.
Paul described the “seismic shift in the alcohol market,” noting that spirits have taken the lead and outpaced beer. A cocktail culture emerged from COVID, as home bars grew and people became more creative.
Beer consumption has decreased, including the craft brew portion of the market. The industry has seen the rise of RTDs – Ready to Drink cocktails – including Wisconsin’s own, Carbliss. Other types of beverages have also emerged, creating challenges.
“Everyone is trying to figure out how to stay ahead,” Paul said.
Paul talked about Asahi Super Dry, a lager that was engineered to be paired with food.
Octopi will continue to be a co-packer and make several other large brands as it grows Asahi Super Dry in the United States.
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Other News
The board voted to add two new members to the club – Bernie Kennedy and Amy Wilcox. Welcome, Bernie and Amy. Other guests at the meeting expressed interest in joining, and former member Taylor Endres is looking to rejoin.
The Sunrise meeting is Oct. 14
Boo Bash is Oct. 15, and members can help with the Kettle Korn stand.
One Community Bank is having a tailgating event this Saturday with UW Alumni Band and Bucky Badger.
Dates are being chosen to begin the Rotary in Lights set-up.
The Artisan Market is at Schumacher Farm County Park this Saturday.
Paul Knutson is working on a one-day event in April with a golf outing and life music supporting first responders. Proceeds will go to a mental health charity.
Food for Kidz is Oct. 19 at Dane Manufacturing. The Rotary Club has tables and will need volunteers.
Greeters
Oct. 9. Alex Welk and Todd Schmidt; Oct. 16, Nancy Thomas and Pat Durden; Oct. 23, Ross Mauer and Jeff Smith; Oct. 30, Shelley Moffatt and David Rupp.
To sign up to greet or to find out if you are greeting, visit:
https://www.signupgenius.com/go/805054CAAAA2CA7F85-44320149-2023#/
