On August 1, 2023, Anton Paar acquired the German company Brabender GmbH & Co. KG, which will be integrated into the Anton Paar Group as Anton Paar TorqueTec GmbH. The effective, retroactive date of the acquisition is January 1, 2023. The company, based in Duisburg, Germany, offers measurement and process engineering solutions for the testing of various raw materials and for recipe and process development. It covers a wide range of applications – from food and feed to plastics and rubber, and even batteries and other special applications.

The signing of the acquisition agreement took place on August 1, 2023. The parties have agreed not to disclose the purchase price. A smooth integration of Brabender into the Anton Paar Group is planned. As before, products and services can be purchased directly via the Brabender website and sales organisation.

Development, growth, and position on the market

For Anton Paar, the acquisition of Brabender is a promising addition to the product portfolio, especially in the area of material characterisation – one of Anton Paar’s strongest growth markets.

“The decisive factor for Anton Paar’s decision to purchase Brabender was the know-how in the development and production of world-leading measuring instruments, which the company has built up since its foundation 100 years ago,” says Anton Paar CEO Dr. Friedrich Santner. “In line with its own long-term strategy, Anton Paar will sustainably expand and further strengthen Brabender’s sites in Duisburg and Hackensack (USA).”

Brabender’s approximately 200 employees will become part of Anton Paar. The acquisition represents a clear commitment to progress, according to Brabender Executive Director Dr. David Szczesny: “Being part of the Anton Paar Group opens up many opportunities for us – in research and development of our innovative products as well as in sales and service. For us, this is a great move that will definitely benefit our employees and customers.”

Following the announcement on 25 January 2019 that Asahi Europe Ltd (AEL), a wholly-owned subsidiary of Japan-based Asahi Group Holdings, Ltd. (Asahi), has acquired the entire premium beer and cider  business, including the flagship London Pride ale brand, of Fuller, Smith & Turner P.L.C for £250m.

Shagun Sachdeva, Consumer Insights Analyst at GlobalData, a leading data and analytics company, offers her view on the blockbuster deal: 

“At a time when most companies are grappling with growing uncertainty over Brexit and economic uncertainty, Asahi seized the opportunity to further expand its overseas reach and have a greater distribution network on an international scale. Similar to its Japanese rivals such as Kirin Holdings Co., Suntory Holdings Ltd., and Sapporo Holdings Ltd., Asahi is facing a major down trend in the domestic market as health-conscious youth are cutting back on drinking.

“This deal expands Asahi’s brand portfolio, as Fuller’s ‘Frontier’ brand in the premium lager market and ‘Cornish Orchards’ brand in the premium cider market join the company’s previously acquired brands such as Czech market leader Pilsner Urquell, Hungary’s Dreher, Italy’s Peroni, Poland’s Tyskie and Lech, and Romania’s Ursus. Based on terms of agreement, Asahi will also receive the benefit of a license to use certain trademarks – including the ‘Fuller’s’ name, logo and cartouche – for the provision of beverages along with control of Fuller’s Griffin Brewery in London while the ownership of the licensed trademarks will be retained by Fuller’s.

“During the time of acquisition of Pilsner Urquell and other eastern European brands in 2016, the Tokyo-based brewer stated that it was looking to establish itself as a global player with premium brand portfolio. Therefore, the main driver of this deal, which is expected to complete in the first half of 2019, could be Asahi capitalizing on the heritage of Fuller’s brands and leveraging Brexit as an opportunity to earn higher margins due to cheaper exports. Most of the overseas ventures undertaken by Asahi produced mixed results and especially, since the Pilsner acquisition, it has shied away from investing elsewhere in Asia. With this deal, it would definitely secure the future of its brand.”