National Liquor News March 2022

AUSTRALIA’S LEADING LIQUOR INDUSTRY MAGAZINE

vol. 41 no. 2 - March 2022

I N T RODUCI NG

A NEW LOOK for a modern classic

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Editor’s note

Editor’s note Welcome to the March issue of National Liquor News.

I’ve always thought March to be such an

WE ENCOURAGE RESPONSIBLE DRINKING Get the facts DrinkWise.org.au

38) which is a market that is continuing to grow in volume and popularity.

interesting month of the year for the liquor

Elsewhere in this issue we have the latest

industry. We’re now all pretty much out of holiday

insights and analysis from our incredible regular

mode and things are becoming more business-as-

contributors, including Retail Drinks Australia,

usual, or at least as usual as can be in this third year

Alcohol Beverages Australia, Strikeforce, Wine

of the COVID-19 pandemic.

Australia, DrinkWise and Activate Group

In March we are on the cusp of a few key

Australia. Logistical issues have postponed our

occasions, with Easter, World Whisk(e)y Day, then

wine tasting for this month, and we aim to be back

Mother’s Day coming up in the next few months.

in April with a slew of top scoring wines for your

Although COVID case numbers and restrictions

perusal. Until then, we’ve rounded out this issue

are still looking a bit unpredictable, there is a

with the latest product news and information from

definite appetite to socialise safely, so consumers

brands across the industry.

are going to likely be turning to their local liquor

I hope your March is super successful. If you

stores to find drinks that complement this mindset

ever have feedback about what you want to see

around occasions like these.

in these pages, please reach out – my inbox is

In this issue we’ve therefore had a look into

always open!

the best strategies around Easter (page 30), while Seamus May has investigated the opportunities

Cheers,

around World Whisk(e)y Day (page 42). Other

Brydie Brydie Allen, Editor

(page 32) which is proving it’s certainly a segment

02 8586 6156

to watch; and also ginger flavoured drinks (page

ballen@intermedia.com.au

Publisher: Paul Wootton pwootton@intermedia.com.au Editor: Brydie Allen ballen@intermedia.com.au Journalist: Seamus May smay@intermedia.com.au General Manager Sales – Liquor & Hospitality Group: Shane T. Williams stwilliams@intermedia.com.au Group Art Director – Liquor and Hospitality: Kea Thorburn kthorburn@intermedia.com.au Prepress: Tony Willson tony@intermedia.com.au Production Manager: Jacqui Cooper jacqui@intermedia.com.au Subscription Rates 1yr (11 issues) for $70.00 (inc GST) 2yrs (22 issues)for $112.00 (inc GST) – Saving 20% 3yrs (33 issues) for $147.00 (inc GST) – Saving 30%

features this month analyse some interesting categories right now, including Cognac and brandy

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Top Reads ➤

32 Cognac and brandy

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38 Ginger drinks

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42 World Whisk(e)y Day

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Contents March 2022

Regulars 12 News: The latest liquor industry news for retailers

38 Natural Flavours: The lingering spice of ginger 58 Activate Group: How cooperation boosts liquor

around Australia 16 Marketplace: Brand news and promotions 22 Alcohol Beverages Australia: International visitors just the tonic our industry needs 24 DrinkWise: Starting the year with innovation and education 56 Brew Review: Summer beers

Wine 10 Cover Story: A new look for a modern classic from Taylors 31 Wine Australia: Malbec, a dark horse among Australian reds

Spirits 25 Brand Talks: Japanese

Retail Focused 26 Retail Drinks Australia: Gearing up for Federal and South Australian elections 28 Strikeforce: Clear and concise

8 | National Liquor News

Quality Whisky Society 32 Cognac and Brandy: A timeless classic 42 World Whisk(e)y Day: From curiosity to cornerstone

Cover Story

New look for a modern classic Taylors has now completed a packaging and label refresh for all of its still Estate label wines, bringing a more elevated and sophisticated look to the award-winning range.

Taylors, one of the biggest and most

the last 10 years. The wall of wine in a bottle

different than wine temperature for you – so

successful family winemakers in Australia,

shop is a very competitive space to capture

it’s important for us to continue to talk about

has completed a refresh of all its still Estate

the attention of shoppers, so it’s important the

the concept with consumers. It ensures they

label wines, giving a new look to the highly

wines look as good as they taste and convey

get the best expression of the wine we work so

popular classic range.

a strong message. Our aim was to showcase

hard to produce each year,” explained Taylor.

Following on from last year’s makeover

the pure, elegant and refreshing nature of

A commitment to evolution in the wine

of the Estate Merlot, Shiraz, Tempranillo

these wines while honouring the heritage of

industry has kept the Taylors Estate range a

and Cabernet Sauvignon, the remaining

the classic Taylors Estate label,” Taylor said.

runaway success since it was first produced

still wines are now also going through the

Some further benefits of the Estate range’s

in 1973 and commercially released in 1975.

change, including the Chardonnay, Pinot Gris,

sophisticated visual makeover include

Now, 50 vintages later, the range keeps going

Sauvignon Blanc, Riesling and Pinot Noir.

assisting consumer exploration within the

from strength to strength, with at least one

The much-loved and award-winning liquid

Taylors portfolio. The new look tells a different

Estate SKU in most domestic bottle shops.

inside the bottles will remain the same, just

story to consumers that have perhaps only

Taylor said: “The most important thing

with more modern and elevated packaging

engaged with the most popular red varietals

to us is the consistency of the product from

and label. All white wines in the range have

in the range, and encourages them to branch

vintage to vintage. The Estate label is our

been upgraded to a premium burgundy bottle

out into new wines with the same consistency

‘house style’ of wines, so it has the greatest

with a white and gold screw cap, except the

and quality values they expect from Taylors.

responsibility to showcase our winemaking

Riesling, which stays in the traditional Alsace-

Taylors’ new look Estate labels also continue

style in the glass, and we continue to invest in

style bottle with the new cap and label. This

to hero a unique point of difference that

innovative winemaking practices at the winery

label sees the signature and story moved from

educates consumers to have the best possible

to produce the same, if not better wine, vintage

the front to the side, with an enlarged seahorse

wine experiences. The innovative Optimum

after vintage.”

emblem, varietal and region. Together, this

Drinking Temperature Sensors are a key

gives the bottles greater shelf presence and

feature on the back label, with a sensor that

enhances quality cues.

changes colour according to the temperature

Mitchell Taylor, third generation Winemaker

of the wine. For the best drinking experience,

and Managing Director, said the refreshment

consumers simply need to pop the wine in

conveys the exceptional value and consistency

the fridge until the sensor’s colour matches

that Taylors has become known for.

the ‘perfect’ colour on the accompanying

“While there have been minor updates

temperature guide.

and design changes to our classic Estate

“There’s no one size fits all to serving

range, this one is the biggest visual change in

temperature – room temperature for me is

10 | National Liquor News

■

Find out more Learn more about the Taylors Estate range at: www.taylorswines.com.au/estate-label Reach out to your Taylors Wines Area Manager for more details about the Taylors Estate range or contact your local Taylors sales office at: www.taylorswines.com.au/sales-offices

Townsville

Brisbane

Sydney

Melbourne

AT YO U R SERVICE Op erati n g f r o m t h re e w e l l e q u i p p e d d i s t r i b u t i o n ce ntre s, E a ch c o m p l e m e n t e d w i t h ex p e r i e n c e d s u p p o rt sta ff Be a p a r t o f A u s t ra l i a ’s l a rg e s t L i q u o r C o o p e ra tive, servicing the industry since 1975.

Pat Kenny (NSW)

0409 308 341

www.ilg.com.au

Craig Stephenson (QLD)

0434 575 589

News The latest liquor industry

For retailers around the country

Sam Fischer

Lion announces its new CEO Lion has announced the completion of an extensive global search for a new Chief Executive Officer, with the appointment of Sam Fischer into the role.

Like Lion’s new Managing Director, David Smith,

Bacardi to halve rum distillery’s greenhouse gas emissions

Fischer joins Lion from Diageo, where he is President

Bacardi has announced that it will slash the greenhouse gas (GHG)

Global Diageo Executive Committee. Fischer hails

emissions related to its iconic rum brand, committing to cutting the

from Adelaide and prior to Diageo he spent 15 years

distillery’s emissions in half from 2023.

at Colgate-Palmolive, moving from Australia to work

The GHG emissions for Bacardí rum will be reduced by 50 per cent

Asia Pacific and Global Travel, and a member of the

in senior commercial roles across Europe and Asia.

next year when a combined heat and power system goes live in the

He is also currently a Non-Executive Director with the

brand’s Puerto Rican distillery. This new system will replace heavy

Burberry Group.

fuel oil with propane gas, which is a much cleaner and more efficient energy solution.

Once this GHG emissions reduction is complete, it will represent a

Lion Chairman Sir Rod Eddington said: “Sam joins Lion at a pivotal time, as our industry continues to navigate the impacts of the pandemic and Lion

14 per cent cut in the total emissions for Bacardi’s global portfolio of

delivers a new mid-term plan to return to sustainable

brands, a significant step towards the 50 per cent cut the company

growth. His drive for performance and proven

is committed to achieving overall by 2025. This commitment is part

ability to lead with purpose and conviction will be

of Bacardi’s corporate responsibility program called Good Spirited,

invaluable as Lion enters this next chapter.”

which has set a number of global targets around emissions, water

In announcing his appointment, Fischer said: “It’s

consumption, raw materials and packaging, in addition to the

a privilege to be joining Lion – a company with a

company’s commitment to be 100 per cent plastic-free by 2030.

proud 180 year history in Australia and New Zealand,

Rodolfo Nervi, VP of Global Safety, Quality and Sustainability for Bacardi, said: “We are committed to cutting our GHG emissions by reducing our energy consumption and switching to the most sustainable form of energy in the countries where we operate.”

“While propane gas is the most responsible energy source in Puerto Rico right now, we are continuing to explore ways in which we can reduce our use of carbon-based fuels even further and take more positive steps towards our ultimate goal of net zero.”

12 | National Liquor News

incredible stable of locally loved brands and a growing craft beer business in the United States.

“I’m looking forward to connecting with Lion’s customers and partners across our markets and working with Lion’s people on this next chapter.”

Fischer will join Lion in July 2022, when current CEO Stuart Irvine will step down after nine years in the role.

News

Liquor Barons launches digital engagement hub Liquor Barons has launched a new digital engagement hub, in partnership with audience engagement platform, Komo. The new Barons Locals Hub brings a uniquely creative edge to Liquor Barons’ marketing, with gamification tactics and virtual engagement strategies.

For example, it launched with an Aussie Slang trivia challenge, where users could win a $5000 audio package.

Liquor Barons General Manager, Chris O’Brien, said he is excited for the hub to build on the Barons Locals loyalty program which has been operating for over 20 years,

and engaged community across the state,”

and the incredible success of the Legit

O’Brien said.

Locals campaign.

“Consumer loyalty is liquid gold. It is so

Businesses of all sizes are

Joel Steel, CEO of Komo, said these

currently using Komo’s

benefits are only set to increase in

platform, including Marvel

important we create value for those loyal

coming years when Google eliminates third

Stadium, Clubs NSW and

customers. With over 110,000 members, our

party cookies in 2023, making it harder for

Coca-Cola European

goal is to amplify these experiences through

businesses to tailor offers and campaigns

Partners and more.

the Komo platform, creating a connected

to customers.

Chris Allan, XXXX Brand Director, said: “XXXX has a

Top Newsletter reads

proud history of giving back to Queensland, and we’re honoured that XXXX will help to protect and preserve

➤

one of our national treasures as part of this project.

➤

“We’re committed to investing in the restoration

XXXX commits $1 million to restore the Great Barrier Reef

and health of our waterways. It’s a cause we

Lion’s XXXX has announced a partnership with

we love spending time.”

the Great Barrier Reef Foundation, with the aim of restoring the region’s waterways.

The partnership will see $1 million invested

care about and we recognise the need to

➤

S upply chain issues impact independent liquor L ittle Creatures and Treasury Wine Estates official partners of Sydney Mardi Gras A ustralian Cider Awards winners revealed

protect the great outdoors and the places The move forms part of a larger environmental strategy from XXXX. The brewery is now carbon neutral and has committed to using 100 per

towards the goal of protecting the unique

cent renewable electricity by 2025. It has also

environment for future generations, while

removed plastic wrap from its cans, with plans

supporting communities in the Lower Burdekin

to also remove it from bottles by 2023, if not

area of Queensland.

earlier.

Sign up to our fortnightly Newsletter by going to this URL: https://theshout.com.au/nationalliquor-news/subscribe/

March 2022 | 13

News

L-R: Corinna Steeb from Prancing Pony, SA Minister David Spiers and Sam Lungerhausen of Endeavour Group.

80Proof Australia gets backing from Cadmon Ventures 80Proof Australia has announced it has received backing from Cadmon Ventures, a full service corporate advisory and investment banking firm.

Founded by nightclub owners Jess Conti, Danny Grant and George Grigoriadis in 2021 with the flagship pre-made bottled ‘Wet Pussy Shot’ product, 80Proof has created some serious revenue and social media growth in a short period of time. Strategic partner Shane Barrington, Co-founder of alcohol delivery service Tipple, was brought on later in 2021 alongside the acquisition of Boujee Wines, after which the company quickly began turning the heads of venture capitalists across the country.

“It was amazing, we sat down with a few VC groups to discuss our plan for the future of our company, the brand and how they thought they could contribute, ‘til finally it just clicked,” said Barrington.

This deal, which has settled for an undisclosed amount, will see Cadmon Ventures Director, Ben Zervaas, join the 80Proof board as a

Endeavour Group expands can clip recycling program

non-executive director.

“When we met the team at 80Proof we knew that their vision for the company was beyond the success of their first pre-made shot products.

After the successful launch of its can

The difference between the team here as active promoters, nightclub

clip recycling program on the east coast,

and bottle shop owners is that they truly understand how and why these

Endeavour Group has rolled out the closed

audiences buy, which is something that is lost in a lot of big corporates.

loop scheme to partners in Western Australia

We are really thrilled with the direction the team is heading and look

and South Australia. The scheme allows

forward to continuing to support their future growth,” Zervaas said.

customers to return the plastic clips that hold

Capital from the investment will be used to continue 80Proof’s

four and six packs of cans together, to be

existing product lines both domestically and internationally, while

reused by local breweries or processed into

also growing the team, marketing efforts and NPD with large new

resin to make more clips.

strategic partners.

The idea is both ecologically and economically sound - reducing waste while also saving money for the producer.

Under the expanded scheme, brewers like Prancing Pony in SA will be able to collect can clips from select BWS and Dan Murphy’s stores across the state. Overall, the scheme makes it easier for producers to collect these clips, and more convenient for the customer to donate them.

“This is an excellent initiative from Endeavor Group as it reduces waste and at the same time, it is convenient for shoppers as they can return these clips on their way to buy their favourite beverages,” said Prancing Pony’s CEO, Corinna Steeb.

14 | National Liquor News

L-R: Shane Barrington, Cameron Low, Ben Zervaas, Jess Conti, George Grigoriadis and Danny Grant

WHERE YOU GO FROM HERE IS COMPLETELY UP TO YOU, AND YOUR SPIRIT. TRUST IT.

N O. 4 CH A R

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AGED IN A MER ICA N OA K

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10 0 Y E A R OL D R ECIP E

Marketplace Brand news and promotions Japanese Quality Whisky Society showcases Shinobu distillery Award-winning importer, wholesaler and retailer, the Japanese Quality Whisky Society (JQWS), is shining a light on some of Japan’s hidden gems.

One such producer is Shinobu distillery, located in Niigata Prefecture, and helmed by experienced brewer, Ken Usami.

Niigata has a long history of drinks-making and is known for its ‘three white treasures’ – snow, rice and sake.

Usami has previously innovated Japanese brewing, by introducing craft techniques such as bottle-conditioning and secondary fermentation. He’s now hoping to have a similar impact on whisky, with Shinobu distillery geothermally powered and sustainable.

The Shinobu 10 Year Old Pure Malt has been finished in the elusive

Coopers celebrates 160th birthday with new ale

and illustrious Japanese Mizunara oak, which imparts subtle notes of

To celebrate an important milestone year, Coopers

up a gold medal at the 2020 World Whisky Awards, alongside Gold at

has welcomed a very special and limited-edition new

the 2021 Melbourne International Spirits Competition.

sandalwood and incense to the final product.

Shinobu 10 has already made a splash on the awards circuit, picking

product into its family of ales.

Not only is the Coopers Regency Park Red Ale a celebration of Coopers’ 160 years of making great beers, its name pays homage to the Regency Park location where the company has been brewing its famous beers since 2001.

Brewed with the finest ingredients and using traditional ale techniques, the Regency Red Ale emanates a beautiful red hue from the generous use of drumroasted caramel malts, imparting a moderate biscuit and nutty palate. Expect a spicy bitterness with aromatic notes of stone fruit, grapefruit, mint and zesty orange peel, thanks to the Australian Eclipse and Melba hops.

The can’s eye-catching design pays homage to Coopers’ rich history, through heritage-inspired roundel, colours and imagery. With an ABV of 5.5 per cent and available in four-packs, Coopers Regency Park Red Ale is an extremely limited brew, so make sure you get your hands on some before it’s too late.

Available at all good locals nationwide from late March.

16 | National Liquor News

The Shinobu 10 Year Old retails for between $189-199, and is available via JQWS Wholesale Direct, and at wholesalers including Paramount, ALM QLD or LSB.

Marketplace

Calabria launches Canti Prosecco Rosé in Australia Following a strong period of growth for both the prosecco and rosé categories individually, pink fizz is now taking off, leading Calabria Family Wine Group to launch Canti Prosecco Rosé in Australia.

Andrew Calabria, Sales and Marketing Manager at Calabria

Wild Turkey 101 gets a sleek new look

Family Wine Group said: “Sparkling is no longer just for special occasions and rosé

Wild Turkey 101 has undergone a makeover that reflects the Wild Turkey

is being appreciated all year

legacy of craftsmanship and authenticity in the bourbon space.

With the same time honoured liquid inside, the new Wild Turkey 101

round, as it should be.

bottle expression has been completely reimagined. The new bottle

“This new release is the best of both worlds in one

has a more modern and sleek look and feel which elevates the Wild

special drop. There are very

Turkey brand experience. Bold curves and crafted silhouette details

few Italian Prosecco Rosés

that mimic the Wild Turkey itself will help the new bottle stand out on

on the market here in

the shelf from competitors and deliver on customer expectations for

Australia, so we are excited

more premium spirits.

to bring consumers a wine that exudes Italian style and character. It’s the ultimate alternative Italian Prosecco.”

Founded in 2001, by 2016 Canti was selling around

Like Wild Turkey’s classically bold, spicy and robust flavours that consumers know and love, some elements of the Wild Turkey 101 branding will remain the same. This includes the iconic turkey motif,

12 million bottles. In 2017, it increased its sales to 20

now embossed on the glass itself, and the inclusion of Jimmy Russell’s

million bottles and remains one of the world’s best-

signature, which confirms this is a premium expression of his expertly

selling Proseccos. It was brought to Australia by the

crafted, flagship bourbon.

Calabria family in 2020, with the latest Prosecco Rosé available soon.

This new look Wild Turkey 101 bottles are rolling out now. For more information, contact your Campari Australia representative.

Amber Beverage Australia named as new distributor of Walsh Whiskey Walsh Whiskey has announced a new local distributor - Amber Beverage Australia.

Four whiskies from the Irishman brand and six bottlings from the Writers Tears brands will be distributed by under the new agreement by Amber Beverage Australia, previously known as Think Spirits.

Patrick Borg, Managing Director of Amber Beverage Australia, believes Walsh Whiskey is the perfect addition to the distributor’s selection of premium spirits, which also includes Casamigos Tequila, The Dalmore Scotch Whisky and Evan Williams Bourbon.

“We’re thrilled to be distributing Walsh Whiskey and have no doubt The Irishman and Writers Tears will fit seamlessly into Amber Beverage Australia’s portfolio of premium spirits and liqueurs,” Borg said.

Walsh Whiskey Co-founder, Bernard Walsh, added: “Irish whiskey sales in Australia have more than doubled in the last five years and, given the double-digit growth of the category internationally for all bar one year in the last 30 years, I am sure that will continue under the expertise of the Amber Beverage Australia team.”

March 2022 | 17

Marketplace

Stone’s fuels surge in the alcoholic ginger beer market Back in 1740 when the Finsbury Distilling Company first launched Stone’s Original Green Ginger Wine, they had no idea what the ubiquitous global beverage would achieve. The Angove family has been crafting the Stone’s range in Australia for over 60 years and the Australian blend is widely considered by Stone’s consumers to be the best in the world.

Stone’s invented the alcoholic ginger beer category over 20 years ago and this year is set to again fuel a surge in the market with the launch of Stone’s Alcoholic Ginger Beer, carrying on the tradition of fine ginger drinks in the Stone’s range.

This new brew is the result of over 12 months of tinkering and blending by the Stone’s team. The result is a refreshing, zingy infusion with a definite hit of ginger on the nose and palate, moderated by a softening sweetness.

Available in 330ml bottles and also 330ml cans (for the first time ever), Stone’s Alcoholic Ginger Beer comes in at four per cent ABV with a striking, shelf-popping design that calls on the heritage of the brand in a modern and contemporary way, appealing to a broad range of consumers.

The launch will be supported by a massive sampling campaign backed by extensive use of point of sale, in-store gift with purchase, consumer competitions and digital media and outdoor campaigns. The Stone’s range is distributed nationally by the team at Vintage House Wine and Spirits.

Giesen releases new non-alcoholic Merlot

Awards hot streak sees St Agnes sales surge A string of high-profile awards has seen the

New Zealand’s Giesen Group is expanding

sales of St Agnes XO

further into the no and low alcohol category

luxury brandy surge

with the launch of its first non-alcoholic red

to new levels, with a

wine, a zero per cent Merlot. Australia will

flow on effect to the

be the first market globally to experience the

St Agnes VS, VSOP

new wine, which joins the Giesen 0% range

and Bartenders Cut

of Sauvignon Blanc, Rosé and Pinot Gris.

expressions.

Chief Winemaker, Duncan

The streak began in

Shouler, said: “This is a

October 2021 with St

delicious red wine with all

Agnes XO 15 Year Old

the flavour and structure

taking out a gold medal that led to St Agnes being named Best Distillery at the

you’d expect from a Merlot,

Tasting Australia Spirits Awards. This was followed at the Australian Distilled Spirit

but without the alcohol.

Awards where St Agnes Imperial XO 20 Year Old won a gold medal and trophy for

Dry in style, but still

Best Brandy, and the 40 Year Old and 15 Year Old products winning gold and silver

with bright varietal

medals respectively. This was the fifth time in the past six years that St Agnes has

characters.

taken out the Best Brandy Trophy at these awards.

“We’ve worked hard

Awards continued into the end of the year with St Agnes XO 15 Year Old

on the flavour profile

winning a gold medal and the JJ McWilliam Trophy for Best Brandy at the Sydney

of this new release to

Royal Wine Show.

preserve the tannins

Richard Angove of St Agnes Distillery said: “We were so excited to achieve

and structure. It has

these prestigious awards. We are extremely lucky to have such amazing, aged XO

a wonderful lightness

resources to put these blends together and all credit to our master distiller Ben

making it a refreshing

Horley and his predecessor, the late John Norman, and our entire distillery team for

choice and great with

their care and attention in crafting such age worthy, unique spirit.”

a range of foods.”

Being one of Australia’s most highly awarded and most popular brandy, St Agnes is showing the world another face of uniquely Australian excellence.

18 | National Liquor News

Marketplace

Rocks Brewing Co. unveils rebranding Independent Sydney-based brewery, Rocks Brewing Co., has revealed the results of an energetic rebranding within the company, which has transformed the look and feel of the brand, as well as its strategy and values.

The change has now been applied to all four SKUs that form the brand’s core range. The new modern and contemporary design illustrates the evolution of the brand from its origins in the Rocks in 2008, to the suburb of Alexandria where it has been since 2014. With the use of more colour and a new font, the redesign also encapsulates the ethos of the Osborn family that runs the company.

“Rocks Brewing Co. is a proud family-owned brand that really wants to be known for their family approach, approachable beers and connection with its customers,” said Monica Osborn, Marketing Manager for Rocks Brewing Co. “We knew it was time for a change to our brand, something that represented us for who we are, what we do, and how we do it. We were keen to create a brand that spoke to our core values.”

Villa Maria celebrates 60 years with a new wine New Zealand winemaker Villa Maria is celebrating more than 60 years of winemaking with the release of a new wine in its prestigious and limited Icon range.

Villa Maria Attorney is a Pinot Noir of the 2019 vintage, made from a rare 10 barrel selection from a small, organically farmed site in Marlborough. Attorney is positioned at the highest level of the Villa Maria portfolio, alongside the ‘Ngakirikiri’ Gimblett Gravels Cabernet Sauvignon, and sets a new benchmark for Pinot Noir from the winemaker.

Since its humble beginnings in 1961 when New Zealand wine was only just being considered by overseas markets, Villa Maria has grown to export to over 60 countries. This new wine is a celebration of this growth, created from an exceptional vintage by winemaker Helen Morrison.

“The first impression of Attorney Pinot Noir 2019 is that this is a wine that wants to be noticed and should be taken seriously.

However, as it opens you should find ample black cherry fruit, bold tannins, and subtle graphite minerality from the oak supporting the wine and adding freshness. Attorney Pinot Noir 2019 is truly

Rocks Brewing Co. has become one of Sydney’s largest brewers, both with its own brand and contract brewing, and has a brewing capacity now in excess of one million litres per year.

deserving of its Icon status,” said Morrison.

“Celebrating more than 60 years of winemaking at Villa Maria is a great feat, and we are incredibly proud to mark the occasion with the launch of Attorney.”

The new release Villa Maria Attorney Pinot Noir 2019 has an RRP of $120 and is available from this month.

20 | National Liquor News

Marketplace

A regal collaboration you won’t want to miss in 2022 Regal Rogue is known for turning the aperitif world upside down. Since 2011, the brand has been crafting award-winning vermouth from organic Australian wine and native Aboriginal botanicals to form the range, with Lively White, Daring Dry, Bold Red and Wild Rosé varietals, and winning consumers with a refreshing versatility and down-to-earth approach that showcases the best organic Australian wine and some of the oldest botanicals in the world.

Regal Rogue started its journey in Australia in 2011 and since then has established itself as the number one Australian aperitif in over 20 export markets.

With a celebrated presence in the UK, Regal Rogue was recently awarded the World’s Best Dry Vermouth 2021 and the Melbourne Royal Champion Vermouth with the Lively White 2021.

And today? The brand has teamed up with Swift + Moore. Thanks to such distribution excellence, Regal Rogue is now available nationwide in recycled 500ml bottles and sustainable five litre box format.

In the words of Regal Rogue, they’re doing vermouth their way.

Fresh new look for Strongbow The world’s number one selling cider brand, Strongbow, has had a makeover! It’s a fresh new look, with the same Strongbow taste.

A modern take on an old favourite, the refreshed look for Strongbow will be available on shelf from mid-March in liquor outlets across Australia. With a range of five cider SKUs including Original Apple, Lower Carb (with 50 per cent less sugar and carbs than Original), Rosé, Sweet, and Dry,

Martell Blue Swift celebrates its point of difference

there is a cider for any occasion.

Strongbow’s new look packaging will be supported by

In 1783, Martell was the first Cognac House to ship Cognac

a through the line campaign

to the United States. Today, Martell celebrates this history

including digital, social, OOH

with another first: Martell Blue Swift, the first-ever spirit drink

and in-store POS.

made of 100 per cent Cognac VSOP and then finished in bourbon casks.

Bold and smooth, Martell Blue Swift reveals rich notes of

Strongbow has been refreshing Aussies since the 1970s, and in 2022 the

caramelised fruits, vanilla, coconut and spices, followed by

brand will bring the fun

distinctive hints of toasted oak from the Kentucky bourbon

back to cider, reminding

casks. This makes the ideal base for an elevated Old

consumers what they love

Fashioned, marrying the fruitiness and complexity of Cognac

about the category – easy

to the bold and spicy accents of bourbon. A French twist on a

drinking, perfect with friends

classic bourbon cocktail!

and refreshing. Strongbow,

Don’t feel like making your own cocktail? Martell Blue Swift can be enjoyed on the rocks, or even neat, to celebrate its rich and unique aromas.

Martell is distributed in Australia by Pernod Ricard.

refreshing by nature.

Strongbow is distributed

by Drinkworks, a part of the Heineken Company.

March 2022 | 21

Alcohol Beverages Australia

International visitors just the tonic our industry needs Borders reopening means good things for our wider industry, writes Andrew Wilsmore, CEO of Alcohol Beverages Australia.

Australia’s island status and ability to close our

travellers in February 2022 was warmly welcomed by

borders probably contributed more to our success

the nearly half a million Australians who rely on our

in containing COVID-19 and ensuring our health

industry for their viability.

system was able to cope during the worse phases of

The reopening of Australia’s international borders

the pandemic than any other public health measure.

will be a much needed tonic for our hospitality and

Unfortunately, it left our beleaguered farming,

tourism sectors and will allow it to plan ahead with

tourism, and hospitality sectors grappling with

some degree of confidence against further disruptions.

in Australia’s economic recovery. We are an almost

“The Industry 2030 Vision put the annual tourist spend on food and drinks at $29.2 billion. That is no sneezing matter that can be easily replaced.”

With over 100,000 job vacancies in hospitality, the

overnight jobs generator. As soon as demand returns,

impacts have been so severe that some venues have

it’s a signal we need staff to open the doors and serve our

Andrew Wilsmore

not been able to open or are not able to provide the

customers. With 35 per cent of our workforce located in

full customer experience.

regional Australia, this is good news for hard hit regions,

significant hardships.

The flow on effects of this decision are significant.

The Industry 2030 Vision put the annual tourist

Not only will we once again be attracting holiday-

spend on food and drinks at $29.2 billion. That is no

makers, but the important business, conference and

sneezing matter that can be easily replaced.

events market can start planning with certainty. Our

It wasn’t just this loss of revenue that impacted our

international airports will regain vibrancy, and for our

industry, but also the loss of skilled workers. From our

industry it will also signal the revival of our duty-free

growers who rely on seasonal labour to bring in their

sector, an important sales channel that has barely seen

crops; to our hotels, pubs, clubs and restaurants that

any trade in over two years.

rely on backpackers and international workers to fill crucial roles in both back and front of house.

So, after 704 days, the announcement that international borders could reopen to fully vaccinated 22 | National Liquor News

This is why our industry is going to be so important

Australia’s farmers, and all parts of the supply chain that rely on a vibrant tourism and hospitality sector.

■

CEO Alcohol Beverages Australia

REGAL ROGUE & SWIFT+ MOORE: a natural partnership

Regal Rogue is known for turning the aperitif world upside down. Since 2011, we’ve been crafting award-winning vermouth from organic Australian wine and native Aboriginal botanicals. And winning consumers with our refreshing versatility and down-to-earth approach.

And today? We’ve teamed up with SWIFT + MOORE. Thanks to their distribution excellence, Regal Rogue is now available nationwide in recycled 500ml bottles and sustainable 5-litre box format.

A REGAL COLLABORATION ENSURING YOU WON’T MISS OUT IN 2022.

For orders & enquiries contact your Swift + Moore Sales Representative, email sales@swiftandmoore.com.au or phone +61 409 942 848.

www.regalrogue.com

DrinkWise

Starting the year with innovation and education Simon Strahan

DrinkWise is off to a solid start this year with the launch of new campaigns and new partners joining the portfolio, writes CEO, Simon Strahan.

It’s been a productive start to 2022 for the DrinkWise team.

DrinkWise, with the support of the

CEO DrinkWise

order to make responsible choices”.

National Wine Foundation and Australian

Following the Schoolies campaign with

We’ve welcomed Casella Family Brands

Grape and Wine, developed cellar door

our retail partners, DrinkWise has now also

and Coca-Cola Australia to our contributor

tasting tracker ‘scratchies’ and other

activated The Internet Remembers (part of

portfolio. They join the 15 other market

educational resources to help visitors to

the successful How to Drink Properly

leading producers who support DrinkWise

winery cellar doors across Australia keep

campaign) in 18 university campuses across

and actively demonstrate a commitment to

tabs on their consumption and better

Australia, to reinforce safe and positive

creating a healthier and safer drinking culture

understand how many tastings equate to a

consumption behaviours during university

in Australia.

standard drink.

orientation ‘O Week’ events.

The support of contributor organisations

Stay tasteful while tasting resource

DrinkWise is also continuing to work

allows DrinkWise to continue to develop

packs are being distributed to over 1,800

with Liquor Accords across the country,

proactive and innovative campaigns to

cellar doors and tourism centres across

providing in-venue marketing materials to

educate consumers and provide them with

Australia, with the assistance of regional

help set behavioural expectations within

information and practical tools to help make

winery associations.

venues. The materials, which engage

responsible choices when drinking. Ultimately

Federal Minister for Health, the Hon.

consumers by delivering messages in an

our campaigns aim to improve behaviours

Greg Hunt MP, said the education packs

irreverent manner, have proven to be well

and attitudes towards alcohol and over the

are a great tool to ensure that visitors

liked by venue operators.

last 15 years we have seen great improvement

to local wine regions have a safe and

in the statistics and trends around Australian

enjoyable experience.

These initiatives are key examples of the proactive ways that DrinkWise,

alcohol consumption. We recognise that some

“This is a vital initiative from DrinkWise

the industry and community can

Australians do still drink at risky levels, which

and Australian Grape & Wine to help

work together to promote moderation

is why ongoing education is critical.

Australians better track their alcohol

around alcohol. Partnerships are a vital

An example of a new and innovative

consumption when visiting cellar doors and

component in educating Australians who

education campaign is our cellar door Stay

wine festivals on the Mornington Peninsula

choose to consume alcohol, to do so in a

tasteful while tasting initiative, which was

and across the country,” Minister Hunt said.

healthier and safer way. If you think your

recently launched in Victoria by Federal

“With wineries typically located a long

organisation could play a part in amplifying

Minister for Health and Aged Care, the Hon.

drive away from cities, it’s imperative that wine

these moderation messages, please get in

Greg Hunt MP.

tasters know how much they’re consuming in

contact with us today.

24 | National Liquor News

■

Brand Talks

A one-stop shop for rare drams from the Land of the Rising Sun Japanese Quality Whisky Society is providing the Australian market with exclusive and hard-to-find Japanese spirits.

It is no secret that finding a reliable supply of Japanese whisky is like striking gold, with the spirit in short supply in pretty much every market around the world.

This is where Japanese Quality Whisky Society (JQWS) has a cutting edge. As a direct importer, wholesaler, and e-commerce retailer, JQWS does it all. Its unique position in the market means it has no middleman, allowing the company continuity of supply and maintenance of affordable prices for trade and consumers alike (certainly a rarity in the Japanese whisky business).

Since 2018, JQWS has introduced several new distilleries and Japanese whisky brands

The Shinobu range highlights another

to the Australian market. These include the

forte of JQWS - obtaining whiskies that have

Shinobu distillery – of which JQWS is the

undergone unusual and rare maturations

exclusive Australian importer.

and cask finishes.

come into play in recent years, but the fact is, it’s been years in the making.”

Now working with several significant retailers in Australia, including Endeavour

Shinobu is located in Niigata, in the

In particular, the company is an expert

Group, Coles and Costco, as well as distributors

Chūbu region of Japan, and is the only

at discovering spirits that have been aged in

including Paramount, Australian Liquor

whisky distillery in the city.

Mizunara Japanese oak casks. Mizunara takes

Marketers and Liquid Specialty Beverages,

A sustainable distillery, Shinobu uses

centuries to reach maturity and is known both

JQWS is constantly looking for new wholesale

local geothermal springs for power, while

for its difficulty to manage (Mizunara literally

and retail partners.

the residues from the distillation process are

translates as ‘water oak’, giving some indication

repurposed at nearby farms.

of its leakiness), and the uniquely perfumed

Founded in 2018, Shinobu has partnered with The Shin Group, a major liquor

flavours it brings to a spirit, imparting notes of incense, coconut and sandalwood.

distributor in Japan, to produce and bottle

Nikki Knights, Partner and Director at

The Shin Malt whisky series. Aged in

JQWS, said retailers need to look beyond

Japanese oak, The Shin Malt is available as

the well-known producers towards smaller

a non-age-statement whisky, and also as a

distillers, where they will find hidden gems

10 year old and 15 year old whisky.

like the Shinobu brand.

Shinobu’s range also includes The

“Japanese Whisky isn’t just Suntory or

Shinobu Blended, a blended whisky with a

Nikka anymore: it’s several unique, creative

RRP of $100 which is the perfect entry level

small producers and collaborators in Japan

dram for the new drinker, and The Shinobu

that have been secretly building and aging

15 Year Old, a blended malt whisky which

whiskies for years,” Knights said.

has been finished in Mizunara oak.

“We’re only seeing these distilleries

■

Try for yourself Visitors to the Sydney Whisky Show, held on May 20-21, will be able to try several of JQWS’s exclusive whiskies at private trade tastings. Email sales@jqws.com.au for information about trade tastings.

For Whisky Show tickets, head to: wsky.me/show.

You can also visit www.jqws.com.au to read more about the exclusive JQWS range, and to enquire about wholesale and retail possibilities.

March 2022 | 25

Retail Drinks Australia

Retail Drinks gears up for Federal and South Australian elections Two key elections in the coming months will be a focus for Retail Drinks on the policy and advocacy front, writes CEO Michael Waters.

Whilst the year is only three months old, Retail

with the incoming South Australian government post-

Drinks has already hit the ground running on the

election to ensure there is a balanced and sensible

policy and advocacy front, building on our positive

approach taken towards liquor policy and that positive

momentum from last year. To date, we’ve lodged

outcomes for the industry are reached.

several key submissions and met with Ministers and advisers across several jurisdictions.

“Our policy and advocacy focus over the next few months will centre around elections due to take place both federally and in South Australia.”

Michael Waters CEO Retail Drinks Australia

26 | National Liquor News

Following the South Australian election, we will then turn our attention to the upcoming Federal

Our policy and advocacy focus over the next few

election. The exact date of the Federal election is

months will centre around elections due to take place

yet to be confirmed at time of writing however

both federally and in South Australia. The South

it is widely anticipated to be taking place in the

Australian election is scheduled for Saturday 19

middle of May. Prior to this, Retail Drinks will be

March, with Retail Drinks preparing a list of our key

submitting its list of policy priorities to all major

policy priorities on behalf of the state’s liquor retail

party leaders for consideration. Retail Drinks

industry. These have now been sent to the leaders of

has been active in the Federal Government space

both major parties in South Australia, and we will

over the past few months, most recently lodging

continue our strong engagement with whichever party

submissions in response to the long-awaited Review

forms government after the election. The numbers in

of the Privacy Act, to the Digital Identity Legislation

the South Australian Parliament are incredibly close,

review, and in representing our industry’s small

with a number of independent members likely to play

business operators by participating in several Policy

a key role in the outcome.

Forums for the Australian Small Business & Family

Prior to the current South Australian government

Enterprise Ombudsman. Retail Drinks will continue

entering caretaker mode, Retail Drinks had been

its engagement with the Federal Government once

heavily involved in the development of liquor

the outcome of the election is known and Ministers

legislation which had stalled in the South Australian

are sworn into their respective portfolios.

Parliament. The legislation contained key proposed

Whilst we eagerly anticipate the results of the

changes impacting liquor retailing, and in particular

elections both federally and in South Australia, Retail

the state’s packaged liquor sales licences, including

Drinks is still proactively pursuing its policy and

enabling on-premise licence categories to permanently

advocacy objectives across all Australian jurisdictions,

conduct liquor retailing activities as well as reforms

preparing ourselves for a number of upcoming

in the same-day alcohol delivery space, like those in

government reviews and consultations on behalf of

other states and territories. Retail Drinks will work

the liquor retail industry in the coming months.

■

DrinkWise welcomes Coca-Cola Australia and Casella Family Brands as they join other leading companies investing in DrinkWise, enabling the development of education programs that help create a healthier and safer drinking culture in Australia.

www.dri

nkwise.o rg.au

Shopper Behaviour

Clear and concise Providing the right in-store environment goes a long way for all shopper types, writes Stephen Wilson, Category and Insights Manager at Strikeforce.

How do customers navigate around your store? Do

mind. Let’s focus on Murray for a moment. Murray

they turn left or right when they first enter the store

needs to get in and get out of the store. He wants to

and orientate themselves in the transition zone? Is the

make a beeline to his favourite brand of craft beer to

home location of each category clearly identifiable?

grab a six pack and some Prosecco to take to a BBQ.

The amount of ‘noise’ in a retail environment can often confuse customers, hinder the mission and detract from an otherwise positive shopping experience.

Lack of logical store flow and category layout without complementary categories in adjacent bays is a massive turn-off for shoppers.

Shoppers expect to be able to locate categories in similar locations regardless of which retail banner or store they are shopping in, and can find it frustrating when they can’t.

Conversely, a well-planned floor layout and clear and directive signage in-store can really enhance the shopping experience and add incremental value through increased basket spend and advocacy.

Major retailers invest a significant amount of capital and resources in floor and space planning, taking into consideration store footprint, shopper demographics, range and desired traffic flow, to

He wants his beer chilled, it is an IPA, and he has a

“The amount of ‘noise’ in a retail environment can often confuse customers, hinder the mission and detract from an otherwise positive shopping experience.”

Stephen Wilson Category & Insights Manager Strikeforce

particular brand of Prosecco in mind. He has parked in a five minute zone at the front of the store.

The store manager is well aware of the tight parking restrictions out front and that a large percentage of his shoppers are convenience buyers.

Accordingly, clear and concise signage is abundant around the store and directs Murray to the chilled craft beer section of the fridge where IPAs are grouped together and clearly ticketed with brand and price.

Chilled wine is across the other side of the store and again clear signage draws Murray to the sparkling wine section where Prosecco brands are grouped together, again well ticketed with brand and price.

Murray is able to make his purchase and leave the store in under five minutes having spent $60, avoiding a parking fine and becoming a happy customer likely to return for his next liquor purchase.

optimise available space and ensure that products

While no two shoppers are the same, understanding

and brands that resonate with shoppers are readily

shopper clusters and providing the right in-store

available and easily accessible.

environment goes a long way to retaining and growing

Shopper type and mission also need to be front of 28 | National Liquor News

your customer base.

■

Wine Australia

Malbec:

a dark horse among Australian reds Sandy Hathaway, Senior Analyst at Wine Australia, explores Aaustralia’s growing relationship with the Malbec varietal.

If you ask most wine drinkers which country

While Malbec is often used as the non-leading

they associate with Malbec, they will probably say

component in a blend, it is becoming increasingly

Argentina. This is not surprising, as Argentina has

popular as a stand-alone wine in Australia. In the

more than 75 per cent of the world’s plantings of

Australian off-trade retail market, more than half

Malbec. However, Malbec actually originates from France, where it is known by the rather unremarkable name of Côt. It is part of a group of just six varieties that are permitted to be used in red Bordeaux wine, but in fact is now seldom used, with Cabernet Sauvignon, Merlot and Cabernet Franc being more popular.

Despite losing popularity in France, global plantings of Malbec doubled between 2000 and 2016, with most of the increased area being planted in Argentina, where it is by far the dominant variety, accounting for nearly 20 per cent of total vineyard area .

the ‘straight’ Malbec wine sold (56 per cent) comes from Argentina, with almost all the rest being Australian. It has been showing strong growth in the past 12 months, with Australian Malbec growing

Senior Analyst Wine Australia

by 37 per cent in volume and Argentinian Malbec growing by 53 per cent. The average value per bottle for imported Malbec is higher ($17.37 per bottle compared with $13.59 per bottle for Australian), but the average value of Australian Malbec grew by more in the past 12 months, up seven per cent

In Australia, Malbec doesn’t feature in the top 20

compared with one per cent for Argentinian Malbec .

varieties, with just 562 hectares planted (less than one

Australia exported around three million litres

per cent of Australia’s total vineyard area). It is the

of Malbec wine valued at more than $7 million in

12th largest red variety and is grown mainly in the

2020–21, with the top destinations for wine with a

Riverina, Padthaway and Murray Darling–Swan Hill

Malbec or Malbec blend label claim being the United

regions. It is also planted in smaller quantities in a

Kingdom, Sweden and New Zealand.

number of other regions including Margaret River, the

■

Barossa Valley and Great Southern, where the average

Sources

price paid for Malbec grapes in 2021 was more than

• Kym Anderson 2020, Which winegrapes are grown where?

$2000 per tonne, making it one of the most highly-

• National Vintage Survey dashboard – available on Wine Australia’s website

valued varieties in these regions.

Sandy Hathaway

• Australian Bureau of Statistics Vineyard Survey 2015 • IRI MarketEdge YE 3 October 2021

March 2022 | 29

Easter

Hop to it!

Easter is coming up in April, and there are some things to keep in mind when planning how best to approach the occasion in-store.

Easter is an occasion that sees many families and friend groups come together for a range of social events both inside and outside the home. Across the four days from Good Friday to Easter Monday, which this year will be from April 15-18, there will be a number of different events that consumers will be shopping for.

According to IRI’s review of Easter 2021 in the July issue of National Liquor News last year, liquor saw the strongest dollar growth rate compared to other FMCG channels in the two weeks up until Easter. All liquor categories saw actual dollar growth in this period in 2021 compared to 2020, across all states and territories nation-wide.

Significant to note is that spending in the liquor industry around Easter 2020 was comparatively low thanks to the occasion coinciding with the start of the pandemic in Australia, right after the panic buying spike occurred in liquor retail. An analysis of card transactions by the Commonwealth Bank at the time showed overall spend was higher in retail, but didn’t make up for spend that would have happened in closed venues.

With these couple of shaky years behind us, and the continued challenges of the pandemic this year, its hard to predict what Easter 2022 will look like. So, the most important thing to do in the meantime is to prepare to make the most of whatever situation arises around the occasion.

Looking back at Snooper’s review of Easter 2021, there was a significant lack of activations and promotions around the occasion last year. In the May 2021 issue of National Liquor News, Snooper CEO Laurie Wespes wrote that this seemed like a “missed opportunity” with in-store displays decreasing by 20 per cent versus summer, and 30 per cent versus Christmas. Easter also lagged behind the in-store fanfare of occasions like Mother’s Day and Father’s Day, which often see creative displays that inspire shoppers with products for gifting and entertaining.

This presents one solid area to work on in 2022. As Snooper suggested last year, liquor retailers should look to supermarkets to learn about successful Easter theming. Key angles to think about in this period include consumers who are gifting, entertaining, travelling, or heading to BYO events. And with takeaway alcohol sales restricted on Good Friday, the key will be to think about these angles before Easter actually arrives, as the week leading up to the occasion is a crucial time for shopper decisions.

Categories to keep an eye on for Easter 2022 could mimic those that did well in Easter 2021, as explored by IRI. Spirits and RTDs saw the greatest growth in dollar sales, with beer also performing strongly and wine seeing the least amount of growth.

30 | National Liquor News

■

Cognac and Brandy

On the cusp of a revolution

The Cognac and brandy category is evolving to appeal to wider demographics, dismantling the misconceptions of its past and readying for an explosive future.

32 | National Liquor News

Cognac and Brandy

In an increasingly busy liquor retail landscape, different categories and segments are jostling to be recognised by consumers as unique.

For the Cognac and brandy category, this uniqueness includes a rich history which stretches back to roots in the 16th century, when Dutch traders reportedly experimented with ways to make their wine

“For so long St Agnes stood alone in the category as the premium leader, I hope other distilleries can show the patience we have by not releasing their spirits too young and raw.”

last longer on the journey from France.

Today, the grape-based spirits that form the Cognac and brandy category have a

Matt Redin Marketing Manager Angove Family Winemakers

One such producer is Australia’s St Agnes Distillery, originally established in 1910, which has built a reputation as Australia’s most highly awarded brandy and South Australia’s oldest continually run craft distillery. Matt Redin, Marketing Manager for Angove Family Winemakers (which operates the distillery), said the St Agnes brand has seen some great growth being driven by its continued recognition with trophies, awards and medals across the world.

different identity – one that heroes the

“A string of high-profile awards has seen

special qualities of the diverse category.

the sales of St Agnes XO luxury brandy

With denominations including VO (very

surge to new levels,” Redin explained.

old), VS (very special), VSOP (very special/

There are several other elements driving

superior old pale), XO (extra old) and more,

the performance of Cognac and brandy as

a multitude of different kinds of products

a whole too, which will be explored in this

demonstrate the breadth of profiles and

feature. The way these elements play out in

palates available in the category.

the coming year will help answer a question

According to Emmanuel Conde, Brand

that many are asking about Cognac and

Ambassador at Cerbaco (which imports

brandy right now – is it set for a renaissance?

and distributes a range of Cognac and brandy in Australia), this is a secret to

The role of premiumisation

the category’s success.

The ever-present trend of premiumisation

“Cognac is made from grapes, and offers

has been influencing the Cognac and

a wider flavour profile compared to grain

brandy category for years, and 2021 was

based spirits. Brandies can be made from

no exception.

any fruits and again, the spectrum of flavours is immense. More and more people are

A finite resource

“Premium is certainly driving the market with demand outstripping supply for our St

appreciating this. Brandies are on the high,

St Agnes Distillery has had some

Agnes XO and VSOP brandy. We are seeing

and Cognac is leading the show,” Conde said.

big successes in the international

this not only with St Agnes Brandy but also

This diversity is proving a hit with

awards circuit recently, especially

other sprits we import and demand from

consumers worldwide too, as Cognac

for the St Agnes XO products.

our customers for more premium offerings

exports rose by 31.8 per cent in value

Redin said demand for these types

shows no signs of abating,” Redin said.

last year. According to the Fédération

of products is increased by the age

des Exportateurs de Vins & Spiritueux

factor, making them truly special

and Head Distiller at Bass & Flinders

de France, French spirit exports overall

additions to consumers’ home bar

Distillery on the Mornington Peninsula,

increased by 12.4 per cent in volume to

collections right now.

premiumisation is manifested in a couple

For Holly Klintworth, Managing Director

54.5 million cases, led by Cognac. This is

“St Agnes is in the enviable

a significant change to 2020, when French

position of having such wonderful

spirit exports fell by 19.4 per cent during the

aged stocks but they are a finite

towards people choosing to drink higher

start of the pandemic.

resource and need to be managed

quality spirits, and even towards the end

well to ensure we can continue to

of 2021 when we had reached lockdown

category that is performing well, with

supply for many years ahead,”

fatigue, to switch out the lower priced higher

international brandy producers reporting

Redin said.

volume habits for more premium choices,”

But its not just the French side of the

growth too.

of different ways in the category.

“Firstly yes, there’s been a strong trend

she said.

March 2022 | 33

Cognac and Brandy

“Secondly, we have certainly felt an even stronger shift towards supporting local due to the freight and supply issues felt locally and internationally. I think Cognac and brandy drinkers alike are now more open than ever to discovering locally produced brandy.”

However, its not just the premium end of the scale that is contributing to great Cognac and brandy results.

Mungo Gilchrist, CEO of Spirits Platform, said there are some interesting movements in the category as brands seek to expand the demographic of consumers they appeal to.

“Within Cognac, there is a polarisation occurring.

The top end of Cognac (XO and above) continues to show steady growth. However, the most growth is occurring at the lower end of Cognac,” Gilchrist said.

New entrants expand the category As popularity and demand for the category grows, new brandy entrants in particular are readying to enter the market, given the rules and regulations for producing brandy are much more achieveable than for Cognac.

Redin hopes that this will be a key growth area in Australia and one that is done well, in order to ensure the continued appeal and longevity of brandy.

“We will hopefully see some new entrants into the domestic Australian brandy market who have been

“I think Cognac and brandy drinkers alike are now more open than ever to discovering locally produced brandy.”

Holly Klintworth Managing Director and Head Distiller Bass & Flinders Distillery

Australian brandy is set to grow in the footsteps of other local spirits, and said: “Australian spirits in general are growing in the best way: better quality, wider offering, more showcasing and appreciation. “[And there is] still a long way to grow, as the boom of Australian spirits is only a few years old.”

Cognac versus brandy When discussing the Cognac and brandy category as a whole, one topic that always comes up is the difference between the two segments, and how deep this divide is when it comes to the success of different types of products.

patiently maturing their spirit until it is ready to release.

Contributing to this divide have been some

For so long St Agnes stood alone in the category as

misconceptions in Australia, largely about brandy,

the premium leader, I hope other distilleries can show

although that may be changing now.

the patience we have by not releasing their spirits too young and raw,” Redin said.

Klintworth also agreed that the time is ripe for high quality local products that will help the Australian

As Klintworth said: “Some might say brandy had a bit of a fashion crisis in Australia the 60s – but a large part of this was also due to the increased popularity of clear spirits at that time.

brandy category find its feet again in the global market.

“Brandy is still sometimes thought of as a drink

“Australia has a really special history with brandy

for the older generations, and not for the younger

and in its heyday, Australian brandy was once

discerning generations who today are concerned

compared to the finest of the French Cognacs. So as

with quality and craft. However, I think we are

the Australian distilling industry grows, and as more

seeing perceptions change as quality brandies enter

distilleries start to utilise wine from their regional

the market, proving brandy still has a place, maybe

winemakers, I think we will start to see a real boom

even for the top shelf, in Australia’s drinks cabinet.”

of Australian brandy production in the future,” Klintworth said.

This so-called ‘fashion crisis’ is something that Gilchrist noted internationally as well. Spirits Platform

“It’s only a matter of time before more producers

distributes Cognac brand, Rémy Martin, but also

really start making some noise both locally and

French brandy label St-Rémy, so has insight on both

internationally too, following in the footsteps of

sides of the category.

Australian craft whisky and craft gin no doubt.”

Conde also agreed with the prediction that 34 | National Liquor News

“Long perceived as a conservative and price sensitive category with older consumers, brandy

www.stagnesdistillery.co m.au

Cognac and Brandy

is showing encouraging signs of innovation and

sample of brandies and eau de vie - we released this

premiumisation,” Gilchrist said.

during the pandemic to help consumers explore, enjoy

“While the bottom end of the category is declining due to price increases driven by surging logistics

and educate themselves on these products in a fun and informative way at home.”

costs, there is interesting growth at the top end of the

Brands teaming up with venues and retailers has

category. St-Rémy XO has been growing strongly for

also been a great method of education according

several years and St-Rémy Signature recently launched

to Gilchrist, especially for dismantling the

successfully and aims to attract younger consumers

misconceptions around brandy.

into the brandy category.”

“Some on-premise venues are using St-Rémy

Conde said brandy is certainly catching up to the

Signature instead of VS Cognac in their cocktails.

strong image Cognac has and forging its own path

Several domestic brandy producers are also helping

rather than conforming to the ideals of Cognac.

to rejuvenate the category with modern and attractive

“Cognac is an old world spirit and its image is

brand propositions,” Gilchrist said.

deeply embedded with France and a certain way of

Conde added that cooperation across the industry

life. Surprisingly, the US hip-hop scene also plays a

at all touch points will prove the most successful in

role in Cognac’s image,” he said.

this endeavour.

“Overall, Cognac is recognised as the benchmark

He said: “We are seeing more and more brandy

for brandy, [but] Australian producers are definitely

specialist stores (Porter’s Liquor Lansvale, Swiss

catching up with their own identity.”

Cellars in South Strathfield, or the likes of Oak Barrel and Camperdown Cellars), and restaurants are

Is it time for a Cognac and brandy renaissance?

investing in staff training for the category. Bars are

According to Klintworth, “brandy isn’t too far behind”

with amazing results. Importers are doing the hard

the popularity explosions of the craft gin and whisky

work of education and logistics to offer the consumers

categories. There have been rumblings from all over the

more options beyond the classic large brands of

spirits market in Australia in preparation for this surge.

Cognac and brandies in general.

using brandies, either clear or aged, in their cocktails

To help get to the surge point, education is key, and

“People are starting to discover [this category] and

is something which the industry has been fostering

enjoy it. The year will probably see the appreciation of

on a growing scale.

brandies continuing, one drink at the time.”

“COVID and lockdowns have certainly given consumers more time to research online as we haven’t physically been able to hold master classes and tasting for nearly two years. Since January 2020 visits to the St Agnes website have jumped by over 45 per cent,” said Redin.

Klintworth said there is a hunger amongst consumers for more information, which is proving the old adage - if you build it, they will come.

“For us, education comes from allowing people to make up their own mind through tasting and experiencing our brandy for themselves. We take the time to tell people our brandy’s story, also sharing the ups and downs of brandy’s place in Australian history, in the hope that a new appreciation for brandy can develop,” Klintworth said.

“We have certainly found a strong uptake of our athome brandy tasting packs which are an introductory 36 | National Liquor News

■

“Cognac is recognised as the benchmark for brandy, [but] Australian producers are definitely catching up with their own identity.”

Emmanuel Conde Brand Ambassador Cerbaco

Tag goes here

.

March 2022 | 37

Ginger Drinks

Lingering spice Seamus May explores the ginger drinks segment and finds out what is driving its continued popularity.

Ginger beer has a long and storied history

that keeps consumers returning across

Projects, also emphasises the quintessential

in Australia. Stoneware jars which contained

the centuries?

Aussie nature of this spicy offering,

the spicy brewed beverage have been

For Matt Redin, Marketing Manager

discovered in Sydney, dating all the way

of Angove Family Winemakers (which

describing it as: “A classic Australian drink

back to 1830. In 1838, William Starkey’s

produces Stone’s Ginger Beer and Wine

The Stone’s brand is a testament to

Ginger Beer factory, located in modern-

in Australia), ginger drinks are perfectly

the staying power of ginger drinks, with

day Elizabeth Street, Sydney, was the largest

suited to the Australian climate.

the company able to trace its history to a

that has stood the test of time.”

plant of its kind in the Southern Hemisphere.

“Ginger is both refreshing and sweet at

London distillery in the mid-18th century.

Australian brand Kirk’s is perhaps one of the

the same time with a lovely lemony, citrus

“For a long time, Stone’s Original Ginger

oldest locally established brands of ginger

character and a gentle warmth that is perfect

Wine was the ginger category, standing alone

drink still in production, dating back nearly

for our cooler months,” Redin said.

with very little competition or companion,”

100 years, to at least 1924.

Ginger beer’s extensive presence in

“In summer, when consumed as a ginger beer, it really is fantastic.”

Australia is unsurprising when you consider

This is a view also held by Matso’s Brand

that its two vital ingredients, root ginger and

Manager, Flora Lolev, who said: “Ginger

sugar cane, are produced here in abundance.

beer is a great complement to the Australian

The Sunshine Coast region alone produces

climate and lifestyle.

Redin said.

These days, there are multiple ginger drink brands for the spice-craving consumer to choose from, as Redin acknowledges.

“Stone’s has been the platform from which many of the new entrants have now

over 6,000 tonnes of ginger a year, and

“Born out of Broome and inspired by the

Queensland as a whole harvests more than

balmy climate of our home, it’s amazing to

Matso’s is one such comparatively newer

35 million tonnes of sugar cane.

see [Matso’s Ginger Beer] grow each year.”

entrant, brewed for decades in comparison

Alex Bottomley, Director of Ampersand

to the centuries of Stone’s. But today, with

But what is it about ginger drinks 38 | National Liquor News

sprung,” Redin said.

Ginger Drinks

Tips to spice up your store

a slew of even newer brands jumping on the ginger train, Matso’s is beginning to look like one of the elder statesmen.

“Matso’s has been serving up our refreshing and zesty ginger beer for more than 21 years,” Lolev said.

“Initially, our ginger beer was only available at our home in Broome, but we were inundated with

Consider fridge placement: • “Many consumers are moving into the space in search of a cider alternative. There’s a real benefit from placing ginger beer and other flavoured drinks in that area of the fridge.” - Flora Lolev, Matso’s • “Create a clearly defined space on the shelf and in the fridges,

travellers falling in love with it and asking us to box

put ginger drinks in a prominent spot.” - Matt Redin, Angove Family

it up and send it to their homes across the country.

Winemakers

“From those humble beginnings, we’ve grown to become the largest independent ginger beer brand in the country.”

Ampersand Projects’ foray into ginger beer is far more recent, with the drinks company only launching in 2018 and releasing the ginger beer SKU last year.

“Ginger Beer & is one of our newest products, and our first foray outside of spirits,” Bottomley said.

Ampersand Projects sees its ginger beer expression as a refreshing alternative to beer, that takes advantage

Educate drinkers: • “Conduct regular tastings when allowed.” - Matt Redin, Angove Family Winemakers • “Education is key as it’s such a new and emerging category.” - Alex Bottomley, Ampersand Projects • “We know retailers know their clientele best. Here at Matso’s and Good Drinks, we’re always happy to help with that. So, if you want to know more about our products, or you’re interested in having us in store to run a tasting of our new range, please get in touch and let us know.” – Flora Lolev, Matso’s

of growing trends towards healthier alcoholic options.

“Ampersand’s Ginger Beer & is low sugar and gluten free, so it is much lower calorie than competitors, and more sessionable,” Bottomley said.

For Bottomley, the liquor retail sector has been vital during the launch of this product.

“It has performed really well. As an emerging category, support from retailer partners is crucial to help bring in new drinkers,” Bottomley continued.

Explore bold placements: • “Floor displays or counter activations can pique consumer interest.” – Alex Bottomley, Ampersand Projects • “We’re seeing a ginger beer cocktail display showcasing a Ginger Mule with vodka, or a Ginger Dark and Stormy with spiced rum, is also having great results.” – Flora Lolev, Matso’s • “With the Stone’s range, retailers have the opportunity to build their very own ‘Gingerland’ and really drive the category.” - Matt Redin, Angove Family Winemakers

Ginger beer vs RTDs? It’s not just competition between new and established companies that is impacting the ginger drinks category, but encroachment on audience share from entirely different categories, including the irrepressible RTD market.

This is where Ampersand Projects can offer a unique perspective, as a producer that makes both ginger beer and light RTDs. “Alcoholic ginger beer is growing rapidly, and is an exciting space to be playing in,” Bottomley explained.

“Whilst not anywhere near the size of the RTD category, it has a lot of potential over the next five years to take share from categories including cider, beer and dark RTD. “The health and wellbeing trend is not going anywhere so products that can offer low or no sugar will be more attractive. This has clearly been a key March 2022 | 39

Ginger Drinks

healthy coexistence between ginger beer, seltzers and traditional RTDs is possible.

The future of ginger drinks With such a long and illustrious past, what does the future hold for this historic drinks category?

Lolev is predicting greater creativity within the ginger beer sector, and noted: “I’m expecting there will be a lot of innovation in 2022.

“With consumers becoming more aware of what’s in the drinks they consume, lower sugar ginger beers will be popping up more and more. There’s also growing demand for gluten-free and veganfriendly drinks – just like Matso’s Ginger Beer.”

Don’t count out the possibility of interesting and novel flavours making an appearance too.

“Ginger beer is the perfect base for experimenting with exotic new flavours,” Lolev continued.

“Our team at Matso’s has been busy experimenting with exciting new flavours that perfectly reflect the Matso’s DNA of helping driver of the huge growth in light RTD so naturally it will flow through to other categories. This is why we developed Ginger Beer & as a low sugar, lower calorie option.”

Meanwhile, Redin and Lolev believe that ginger beer offers something different to hard seltzers that are seemingly ubiquitous.

They said this hints that consumers of ginger beverages are looking for flavour above all else.

“Matso’s Ginger Beer, and our entire range, is all about giving drinkers extraordinary flavour. That’s where some seltzers can fall short,” Lolev said.

people escape the ordinary.”

Lolev’s view is shared, in the long-term, by Bottomley, who said: “It’s a little too early for flavour extensions, but this will come eventually.”

Bottomley believes it is a shift to higher quality products that will drive the ginger drinks category over the coming years.

“As with all categories, quality liquid is key. Those brands that can deliver on taste and refreshment will succeed,” he said.

Stone’s, Matso’s and Ampersand Projects are all betting on the continued growth of the category over the next few years.

Redin agreed and said: “Our research has shown that what

“We have invested heavily in the new Stone’s Ginger Beer,

ginger drinkers are really craving more than anything else is

both from a product and packaging perspective, but also from a

delicious gingery goodness (and sweetness) and the full flavoured

promotional standpoint, with the largest spend the brand has seen

hit that Stone’s Ginger Beer delivers.

for many years,” Redin says.

“Hard seltzers are tending to look at the ‘wellness’ market, with lower ABV, carbs and sugar levels.”

As the category continues to develop, time will tell what drives the most success in the ginger sector, though it does seem that a 40 | National Liquor News

Matso’s too is investing in the future of ginger beer, with the opening of new brewery in Eumundi, Queensland, later in 2022.

“Nationally ginger beer is growing at more than 50 per cent,” says Lolev. “It’s exciting times.”

■

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World Whisky Day

“From a curiosity to a cornerstone” How Australia has embraced World Whisky Day

42 | National Liquor News

World Whisky Day

Seamus May explores how World Whisky Day, now in its tenth year, has risen from humble origins to become one of the biggest occasions for the whisk(e)y business.

World Whisky Day (WWD) was first established by whisky writer Blair Bowman in 2012, while still

“World Whisky Day is very important to JQWS,” said Partner and Director Nikki Knights.

a student in Barcelona. Bowman had founded the

“World Whisky Day encompasses all great whisky

University of Aberdeen’s whisky club, and what began

and embraces whisky lovers here and abroad, and

with a student society has now conquered the world

we’re seeing many retailers and customers alike

– with Australia no exception.

getting behind this day.”

Held on the third Saturday of every May (which

On the other end of the scale to TWL is Swift and

is also designated as ‘whisky month’ by the Scottish

Moore, one of Australia’s oldest distributors. It has

government), WWD invites drinkers across the globe

seen the rise of the WWD occasion, and Managing

to raise a dram and celebrate the ‘water of life.’

Director Cameron Crowley explained how the day has grown in stature throughout this time.

Distributing drams

“World Whisky Day has evolved from a curiosity

For the Whisky List (TWL), WWD 2022 is its first as a

to a cornerstone of whisky marketing over the last

distributor, having operated as a whisky marketplace

decade,” Crowley said.

and website since 2018. The company is preparing for the occasion with a major shipment of Scotch single

“I recall right back in the earliest days of WWD, there was a good deal of scepticism about the idea.

malt, as Larry Aronson, Head of Sales &

“Was it a legitimate event to celebrate?

Distribution, explained. “ T WL’s from

latest

S cottish

Would the consumer care? Could an

shipment distillers

Bunnahabhain, Deanston, Tobermory and Ledaig is arriving just in time for World Whisky Day,” Aronson said.

Despite this being TWL’s

industry as broad as global whisky

World Whisky Day will be on 21 May, 2022.

first WWD as a distributor, Aronson is assured of the significance of the occasion, saying: “It’s incredibly important. We’re seeing demand for interesting and unique bottlings from Scottish,

come together to collaborate?

Well, time has told, and the answer was a resounding ‘yes!’”

Having added Tamdhu and

Glengoyne

to

its

portfolio towards the end of last year, Swift and Moore is now in possession of a small, yet comprehensive, whisk(e)y selection,

something it will be hoping to showcase during this year’s WWD.

Aussie and US distilleries growing significantly over

“While our assortment and selection of brand

the last couple of years, so having a day to celebrate

partners is very tight, we are still able to present

this amazing spirit, plus planning trade and consumer

Irish Single Grain and Single Malt (Egan’s), American

activities around it is an important part of our overall

Bourbon (George Remus) and Rye Whiskey

distribution strategy.”

(Rossville) and then there are the Ian Macleod single

Outside of its distribution activities, TWL plans to host The Whisky Show in Sydney on WWD, as it

malt whiskies Smokehead (Islay), Tamdhu (Speyside) and Glengoyne (Highland),” outlined Crowley.

has done for the last 10 years. The show has become

Alongside these brands, Crowley says Swift and

a flagship event for the spirits trade in Australia, with

Moore has a special release for WWD – an extremely

retailer and distributor Japanese Quality Whisky

rare bottling of Rosebank 30 Year Old. Now owned

Society (JQWS) planning to host private trade tastings

by partners Ian Macleod, Rosebank is known across

of its rare and unusual bottlings from Amahagan and

the whisky world as a closed distillery whose legend

the Shinobu distilleries.

has only grown in its absence.

March 2022 | 43

World Whisky Day

Meanwhile, for Vanguard Luxury Brands,

“It’s a great way to introduce someone to

world-wide representation is an important

peated whisky without diving headfirst into

focus for this occasion, as General Manager

the peat bombs from Islay,” he said.

Danny Connolly outlined.

Expanding opportunities with non-alcoholic options

Branding WWD a success

Non-alcoholic specialist Lyre’s Spirit

representation from ‘across the globe’ when

For brands, WWD represents a unique

Co. is also getting involved in WWD,

it comes to our portfolio – we have Scotland,

opportunity to connect with drinkers, as

choosing the occasion to introduce a

Ireland, Canada, United States, Australia

Joseph Chisholm, Brand Ambassador for

new product to the Australian market.

and soon we’ll have Japan represented in the

Bacardi-Martini summarised.

“We pride ourselves on having

Vanguard Luxury Brands catalogue - this is by design,” Connolly said.

“It’s much more than one day for our business. The day is bigger than any one

“Lyre’s is pleased to say we will

“This occasion drives consumers to

be launching Australia’s first ‘true to

try new and interesting whiskies that they

taste’ non-alcoholic Highland malt-

normally would not, this is key for our brands

style spirit,” Lyre’s Regional Trade

– especially with Craigellachie,” he said.

Marketing Manager, Bill Bewsher,

brand and is a time for each distillery and

Craigellachie is one of Speyside’s more

supplier to celebrate the category together.”

idiosyncratic whiskies, with the distillery’s

SouthTrade International is another

production techniques leading to a weighty

to classic ex-bourbon cask malts

dram with a distinctive pineapple profile.

redolent with aromas of fresh cut

distributor that sees an opportunity to connect with drinkers over WWD, as Brand Manager Andy Milne explained.

“Malt whiskies lead the excitement around our portfolio, so for WWD it is

told National Liquor News.

“Our Highland Malt pays tribute

grass, apple and light spice.”

Lyre’s is keen to stress that its malts

“WWD creates that moment to entice and

really important we take this opportunity

range is not designed to replace

excite those customers with something a little

to highlight the premium single malts we

alcoholic whisky, but to complement

left of normal, or from a smaller distillery that

have on offer, including Aberfeldy and

the category, by providing an

is less well known to the customer,” he said.

Craigellachie,” Chisholm added.

alternative that captures similar

There’s a clear benefit for brands and

William Grant & Sons has committed

retailers looking to grow their audience or

significant resources to WWD, and naturally,

access new markets, as Milne continued:

the focus is on Scotch single malt, as

“Trying something a little different from the

Marketing Manager Kristie Asciak outlined.

norm is a great way to upsell to customers

“For Glenfiddich, WWD is a full

midweek duties in highballs and

whilst giving them the confidence to expand

programme which includes advertising;

stirred down cocktails, allowing

their palate.”

a new product launch; sampling via the

consumers to enjoy their favourite

Glenfiddich Whisky Wanderer and, on

flavours regardless of occasion,”

WWD itself, a venue take-over,” she said.

Bewsher concludes.

Milne gives the example of Old Pulteney Huddart, an unpeated whisky which has been finished in former peated whisky casks.

44 | National Liquor News

Asciak also explained how WWD

flavours and is accessible to a broad range of drinkers.

“A perfect world for Lyre’s would be for our malts to assist with the

a modern tradition

“Understated peat smoke and barbecue” “ripe pineapples, pears and baked toffee apples.”

At the Knockdhu distillery we go to great lengths to honour the traditional process of whisky making, Yet we also go one step further, by creating something modern and exciting.

The result is a lighter tasting single malt whisky that doesn't compromise on complexity.

https://anc anCnoc.com noc.com

Phone: 02 8080 9150 email: info@southtrade.com

World Whisky Day

has impacted the business’s longer-term

Manly Spirits is amongst the Australian

place, allowing it to connect with younger

planning, noting: “We leverage the month of

whisky-makers looking to take advantage

Australian drinkers who place a great

May to drive WWD and use it as a platform

of the WWD opportunity, having recently

emphasis on authenticity.

to ignite shoppers’ imaginations around

launched its Coastal Stone range of

what’s possible with whisky.”

single malts.

only the liquid, but the rebirth and growth

Campari Australia has found that WWD sales were traditionally driven

by Scotch whisky, as Paolo Marinoni, Campari’s ANZ Marketing Director, told National Liquor News.

“We have seen some strong performances by the Glen Grant,” Marinoni said.

“The Glen Grant has quickly seen the month of May become one of its key

of our home-grown industry, making some

“Without such an occasion, it’s much harder to get noticed among the goliaths of international whisky.”

Vanessa Wilton Creative Director Manly Spirits

periods, across all price points, as the period caters to both new whisky drinkers, as well as long-time enthusiasts.”

“We believe it is a day to celebrate not

of the finest whiskies in the world right now,” Wilton added.

“Without such an occasion, it’s much harder to get noticed among the goliaths of international whisky.”

Accelerating online Brands, retailers and distributors all agree: e-commerce has changed the sale of whisky

“WWD participation in Australia is becoming more and more important every

forever, with the pandemic only serving to accelerate the shift online.

Other brands in the Campari Australia

year with the increase in craft whisky

It should come as no surprise that WWD

stable are also now beginning to benefit

production in Australia,” explained Manly

has embraced this change, after all, the

from the WWD occasion too.

Spirits Creative Director, Vanessa Wilton.

occasion originally began when Bowman

“We are now seeing some really positive

“Australian Whisky is such a young,

found he was able to register the domain

trajectories for our premium and super-

emerging category on the back of the

premium bourbon, including Wild Turkey

positive global trend of single malt whisky

Connolly sees the ‘one day only’ nature

and Russell’s Reserve,” Marinoni said.

becoming a ‘fashionable’ choice for the

of WWD as ideally suited to e-commerce,

‘aspirational’ drinker.”

as marketing and tactical initiatives can

“Wild Turkey Longbranch was a big

‘www.worldwhiskyday.com’.

winner this year, as consumers use the

Wilton believes Australian whisky is

be switched on and off with ease, whereas

period to experiment with premium and

at an advantage during occasions like

traditional retail tends to require a longer-

super-premium offerings.”

WWD, as it possesses a genuine sense of

term approach.

46 | National Liquor News

MANLY SPIRITS EXPLORES THEIR DARK SIDE

Australian Made, Locally Sourced Ingredients, Grain to Glass... Damn Good Whisky! @manlyspirits

World Whisky Day

Chisholm laid out some approaches

“Bricks and mortar, however, is

for both brands and online retailers to

where the passion is sold,” Milne said.

use in this kind of strategy, and said:

“This is where the conversation

“For us it is about offering something

can take place between retailer and

unique, this could be through a gift with

customer and you can really understand

purchase, offering an experience, or

what it is that they are looking for.”

showcasing a new product exclusively through one particular online retailer.”

The future of World Whisky Day

And Marinoni strikes a similar

After 10 years, WWD has grown to

note: “Brands that tailor a message to

be an integral part of the whisky retail

target audiences are seeing the biggest

calendar. But what will the next decade

results through greater open rates and

of WWDs look like?

improved click-through.”

Maruda offers some practical

Retailers should not overlook the

advice, and said: “WWD is growing in

importance of their landing page

popularity each year, and with global

design with any e-commerce offering, as

supply issues around stock availability,

Marinoni continued: “The digital store

and extended shipping times still

front is now more relevant than ever and

occurring, make sure you plan ahead

it is a fantastic way for retailers to bring

and work closely with your distributors

theatre and excitement to the category

and importers to lock in allocations and

through the use of digital assets, where

plan new product announcements.”

we can tell our brand stories.”

Moving into the post-lockdown future,

The storytelling potential of

Milne and SouthTrade International are

e-commerce has not gone unnoticed by

hoping that events will bring greater

Milne either, who said: “E-commerce

exposure to the company’s brands.

provides a great opportunity to tell the

“COVID has definitely put a spanner

story and provide lots of information

in the works here, but the opportunity

about our brand.”

for more events, and for customers to

But nevertheless, it is traditional

get together, share a whisky and a few

retail that remains central to the

stories is definitely the future for World

SouthTrade International strategy.

Whisky Day,” he said.

48 | National Liquor News

“Bricks and mortar is where the passion is sold. This is where the conversation can take place between retailer and customer and you can really understand what it is that they are looking for.”

Andy Milne Brand Manager SouthTrade International

With traditional warehouses exposed to the invigorating sea air blowing in off the North Sea, Old Pulteney captures the taste of the sea in every drop of its liquid gold.

From subtle coastal chords to more defined salty notes, the flavour of our whiskies says much about the role and influence of our home.

Phone: 02 8080 9150 email: info@southtrade.com

World Whisky Day

and communication that makes

Capitalising on World Whisky Day

WWD so special, and so enduring, as

Brands and distributors from this

Marinoni perfectly summarised: “The

story have shared some key advice for

true value of WWD is how it gives such

retailers hoping to capitalise on the

vibrant and varied categories a great

WWD opportunity:

chance to communicate the amazing

➤ “Ensure you start communicating

breadth of whiskies that are available

with your customers at least four

in the market.”

weeks prior to WWD to build that

It is this power to create community

Connolly added: “WWD gives us

interest,” said Maruda.

an opportunity to talk to the brand’s

➤ “Rather than selling more, I would

storytelling, production process and

be encouraging retailers to help

liquid in far greater depth.”

consumers explore and try something

Finally, Asciak articulated a bigger,

‘out of their ordinary’ and more

bolder vision for the WWDs of

premium… It’s a great time to help

the future.

consumers discover the back stories

“WWD is a fantastic initiative

of many of these brands and in

by Blair Bowman but aside from a

doing so, a low value transaction for

suggestion to rename it World Whisky

a cheaper spirit may well become a

Month, it needs scale for growth,”

high margin premium whisky repeat

she said.

consumer,” said Crowley.

“Industry-wide support from

➤ Whisky needs to be presented

retailers, venues and brands is needed

in alternative ways, beyond its

to make this a celebration and not a

traditional image, according to

competition of our wonderful liquids.”

Chisholm: “Gone are the archaic

“We leverage the month of May to drive WWD and use it as a platform to ignite shoppers’ imaginations around what’s possible with whisky.”

Kristie Asciak Marketing Manager William Grant & Sons

50 | National Liquor News

GLENDALOUGH DISTILLERY

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GLENDALOUGH Irish Whiskeys are the result of a relentless search for the finest, most flavourful species of oak in the world.

......................................................................................................................................................... glendalough DBLE BEL IRISh WhISKeY.

glendalough POT STILL IRISh WhISKeY.

This is an Irish whiskey that will make you think twice about Irish whiskey.

Forget the blends of the last hundred years, this world beating liquid is not just part of the new breed, it’s a thoroughbred. Our Double Barrel has sucked the marrow out of two casks, Bourbon and Oloroso. They each bring their own unique flavour and character. While the Bourbon barrels add, among other things, sweet, smooth vanilla notes, the Oloroso casks layer on those dried fruit and slightly nutty flavours. And of course, these are all accented by almost four years resting in Ireland’s mild maritime climate.

There is no more Irish a whiskey than Irish Pot Still Whiskey, a style that uses malted barley and unmalted barley, it is renowned for texture and spice. This is Irish Whiskey’s defining point - a style that can only be distilled on the island of Ireland.

Single Cask Offering - We sustainbly felled 14 trees that yielded 50 casks. Each bottle is numbered and traceable back to the cask and the tree. For every tree we fell, we plant 7 more.

Native Breed Of Irish Oak - These cask are made from a rare native breed of Irish oak, “Dair Ghalda” (pronounced dar galda). This fast growing porous oak imparts an intense rich sweet note and deep tannin characteristics.

THREE KEY SELLING POINTS ............................

CRAFT IRISH WHISKEY. (not a blended style).

AGED BARREL BY BARREL. FLAVOUR PROFILE. - light, approachable with a rich and complex backbone.

THREE KEY SELLING POINTS ............................

IRISH POT STILL. SINGLE CASK. AGED IN A RARE BREED OF NATIVE IRISH OAK.

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Orders@VanguardLuxuryBrands.com

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DRINKS

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World Whisky Day

days where whisky must be drunk straight from the barrel, we can now enjoy whisky in cocktails, with soda, on ice or neat.” ➤ Remember that this is a time for shoppers to treat

themselves, rather than a gifting occasion, as Marinoni said: “World Whisky Day is a great recruiter into whisky, when we give people more information. This means more information on distillery process, how a product is aged, the benefits of the location or terroir for different whisky. Giving people an opportunity to explore and learn across brands and whisky categories is key to successful trading.” ➤ “Consider opening sample bottles for customers to trial

and explore before they buy. Conversion from trial at our events has been as high as one in 10, so a small investment in a bottle of stock can drive a strong return if sampled with the right customers,” said Asciak. ➤ Bewsher advised not to forget about non-alcoholic offerings,

and said: “Category-focused displays that include a nonalcoholic option are sure fire ways to start the conversation around non-alc. We will continue to invest in-store through both activation and retailer training. Activation that drives trial is key in this space, we want to work with retailers that are serious about providing a solution to their consumer across all consumption occasions; regardless of the presence of alcohol. The Lyre’s team can provide specific recipe cards and point of sale solutions that highlight the non-alcoholic whisky occasion within outlets and help drive the engagement.” ➤W ilton said it’s a good idea to focus on theming for a point

of difference: “With focused events like WWD, there’s more opportunity to reach the new wave of contemporary whisky lovers, and those who would like to support local brands. Create an Australian whisky display with point of sale to highlight the growing range available. Many consumers may not realise how far Australian whisky as come, and the quality of the liquid being produced.” ➤E ducate consumers about age, according to Milne, who

said: “Age isn’t always everything. As an industry, we’ve spun this story for a long time and customers are wise to this now. Older whiskies may be just as good as their younger variants, but it’s down to how they’re made, their cask selection and the team that put it together, not the number on the bottle.” ➤ “Think about ‘good, better, best’ when it comes to your

range. If there’s one category out there that lends itself to this segmentation, it’s this one,” Connolly said.

52 | National Liquor News

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“World Whisky Day has evolved from a curiosity to a cornerstone of whisky marketing over the last decade.”

Cameron Crowley Managing Director Swift and Moore

Lyre’s award-winning range of non-alcoholic spirits are quietly changing the way the world drinks. How? By giving drinkers and non-drinkers alike the freedom to drink their drink, their way.

Are you missing out on the growth from Lyre’s premium non-alcoholic options?

Why not test the waters and unlock the consumer opportunity with Lyre’s American Malt, perfect at home with your favourite mixer or out and about in a non-alcoholic Old Fashioned!

Contact the Lyre’s team at hello@lyres.co today.

STAY SPIRITED. make it a lyre’s

World Whisky Day

Drams of distinction Get inspired for World Whisky Day with these hot products from around the world.

Bearface Canadian Whisky A bold and flavoursome single-grain Canadian corn whisky that has been aged in three types of oak barrel. The spirit is initially aged in former bourbon American oak casks for seven years, followed by a further maturation in French oak red wine casks, and then finished in air-dried virgin Hungarian oak, which has been toasted three ways. Bearface calls this process ‘elemental aging’, with the barrels matured in repurposed shipping containers, exposed to the harsh climates of the Canadian wilderness, which accelerates and amplifies the interaction between whisky and wood.

Distributor: Vanguard Luxury Brands

olic alcoh Non- native alter

Lyre’s American Malt

Glendalough Double Barrel Irish Whiskey A complex Irish whiskey produced by

Described as ‘impossibly crafted’,

Glendalough Distillery in Ireland’s County

Lyre’s bourbon-inspired American

Wicklow. This is a single grain whiskey that

Malt is here to offer whisky-lovers a

has been ‘given both barrels’: aged in a

non-alcoholic alternative. This bottling

combination of former bourbon American oak

doesn’t just mimic alcoholic spirits, but

barrels and Oloroso sherry casks. The mixture

presents a distinctive and premium non-alcoholic experience. Lyre’s

of maturations creates a dram which is sweet, spicy and approachable. Glendalough

American Malt brings flavours of gentle

Double Barrel possesses flavours of creamy

spice, toasted nuts, sweet vanilla and

butterscotch, peppery spice, honey, ginger

herbal complexity, with a long mellow

and dried fruits.

finish. Lyre’s recommends enjoying this

Distributor: Vanguard Luxury Brands

non-alcoholic spirit in classic cocktails, including the Old Fashioned, or mixed with premium cola.

Distributor: Lyre’s

54 | National Liquor News

World Whisky Day

Fuji Single Grain Japanese Whiskey

Manly Spirits Coastal Stone Element Series Bourbon Cask Australian Single Malt

A new release to the Australian market, produced at the Mt. Fuji Gotemba

A brand new Aussie single malt distilled at Manly

distillery. For this whiskey, the distillery

Spirits’ Northern Beaches distillery. This dram has

takes three different grain spirits:

been matured in first-fill former bourbon casks of

a ‘bourbon type’ made with corn, a

between 100 and 200 litre capacity. The unique

‘Canadian type’ made with rye and a

climate of Manly and the smaller barrel size ensures

‘Scotch type’ made with grains including

a greater interaction of oak and spirit. The whisky

malted barley. When combined, the

has been aged for four years and delivers flavours

result is a multilayered and sophisticated

of warm honey with caramelised pear and apple,

whiskey, with notes of delicate fruits,

oak, leather, gentle spice and toasted nuts.

warming spice, soft oak and sweet

Distributor: Manly Spirits direct

grain. Winner of a gold medal at the International Sprits Challenge 2020.

Distributor: Vanguard Luxury Brands

AnCnoc Peatheart Single Malt Scotch Whisky A peated single malt whisky from the Knockdhu distillery in the Scottish Highlands. While peated whisky is normally associated with Islay and the islands, this dram has been made with peat from the Scottish Mainland. Peatheart is a throwback to the late 19th century, when whisky made at the Knockdhu distillery had a peaty edge. This heavily peated expression clocks in at 40 phenol parts per million, serving up flavours of intense peat smoke, tobacco, leather, sweet apples and vanilla. Casks used to age this whisky are later sent to Pulteney distillery to produce its Huddart expression.

Distributor: SouthTrade International

Old Pulteney Huddart Single Malt Scotch Whisky An intriguing single malt, produced by Old Pulteney Distillery in Scotland’s far northern Highlands. Described as the ‘maritime malt’, Old Pulteney’s whiskies have something of a coastal character. This whisky leans into that nature, matured in second-fill American oak exbourbon casks, prior to a finish in casks that had previously held anCnoc’s Peatheart expression. The outcome is a whisky with notes of green apple, sea spray, subtle peat smoke, earthy spice, toffee and vanilla.

Distributor: SouthTrade International March 2022 | 55

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With hazy beers set to again help fuel summer down under, Beer and Brewer took a broad look at what’s on offer in Australia right now - from the core range through to the blink and you’ve probably already missed them.

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*Not all submissions to our tasting panel are featured in the following pages. This could be because we already reviewed it in the recent past or the product did not meet our panel’s requirements. We are not in the business of running any one down, and if there is a chance to speak with a brewery about issues that may have arisen during a tasting, then we will endeavour to pass that information on in the interest of transparency.

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What’s our Seasonal Focus?

Hazies

The Panel Jono Outred, WA

Rosemary Lilburne-Fini, NSW

Jake Brandish, WA

Based in Margaret River, Jono is a beer writer that predominantly covers the South West of WA. He’s been involved in the state’s beer industry in various capacities since 2011.

A Certified Cicerone® Beer Server, Rosemary has worked in the beer industry for the best part of five years and has now landed in hospitality marketing. Nothing excites her more than classic beer styles executed perfectly. @libationslady.

Beer & Brewer’s HomeBrewer Editor, Jake has a post-grad Dip in Brewing, is a BJCP judge, has brewed commercially and is an all round beer geek.

David Ward, ACT Head of sales for BentSpoke Brewing Co and with over 10 years’ experience working in the craft beer industry, David is constantly on the lookout for new beers to try and trends to watch.

Scott Hargrave, NSW/QLD Scott is Balter Brewing’s multiaward winning head brewer and a regular on some of Australia’s and the world’s most prestigious judging panels including the Great American Beer Festival and the World Beer Cup.

Tina Panoutsos, VIC One of Australia’s leading beer judges, Tina is a beer sensory expert with over 30 years’ experience in the brewing industry in roles across technical and commercial functions.

Tiffany Waldron, VIC A Certified Cicerone® and Pink Boots President, Tiffany is focused on making changes in the world of beer through education and furthering beer culture beyond standard boundaries.

Justin Fox, VIC Justin is the Australian agent for Bespoke Brewing Solutions. He has a decade’s judging experience, expertise in brewing ingredient distribution and has held technical roles with breweries of all sizes throughout his 15 years in beer.

Liam Pereira, NSW Liam is the group venue manager for Sydney’s Batch Brewing Co. A Certified Cicerone® and BJCP judge, he was previously general manager of Sydney Beer Week.

56 | National Liquor News

Josh Quantrill, NSW Currently Beerfarm’s head of sales, Josh is a Certified Cicerone® who’s had a long and varied beer career. He strives to help grow and expand the footprint of Australian craft beer.

Ian Kingham, NSW That Beer Bloke, Ian’s decorated beer career has included judging at the Australian Craft Beer Show, Royal Perth Beer Show and the Sydney Royal Beer and Cider Award.

Michael Capaldo, NSW National sales rep at Hop Products Australia, Michael is a qualified and experienced brewer and an accomplished beer judge (GABS, World Beer Cup, Indies, AIBA etc).

Jamie Webb-Smith, NSW Previously a brewer at The Australian Brewery, Jamie is currently head brewer at Yulli’s Brews in Sydney. He’s a home brewer turned pro, who completed the NSW TAFE microbrewing course.

Benji Bowman, NSW With a background in Australian craft beer and cider, Benji is now part of the sales team at Capital Brewing in NSW where he leads the beer and quality training for the sales team.

Neal Cameron, NSW A champion of the industry, Neal, amongst many achievements, has built 20 breweries nationally with brewery supplier Brewtique plus was chief judge at the Sydney Royal Beer and Cider Show.

Sean Symons , WA Founder and head brewer at White Lakes Brewing, Sean’s decorated beer career includes five years as Chief Judge of the Perth Royal Beer Show where he currently serves on the committee.

Steve Brockman, SA After 10 years brewing in WA, the US and now SA, Steve consults for start-up breweries and passionately believes in beer education, both for drinkers and brewers alike.

Briony Liebich, SA A Certified Cicerone® focussed on helping people boost their tasting skills, Briony led West End’s sensory program for 10 years and judges at national beer and cider awards.

Lewis Maschmedt, SA Based in Port Adelaide, Lewis is head of brewing at Pirate Life.

He’s been brewing beer in one form or another since 2011.

Briony Nicholls, SA Based in Port Adelaide, Briony is Quality Manager at Pirate Life.

She has been a student of beer science since 2013.

As published in Beer and Brewer Summer 2021/22

The Brew Review

Pirate Life Lager Italiana

Pirate Life Trang White Ale

Pirate Life Dark Lager

Pirate Life California Pale Ale

Frenchies Citra Brut IPA

ABV: 5.2% Style: Lager

ABV: 4.8% Style: White Ale

ABV: 5.3% Style: Dark Lager

ABV: 5.8% Style: Pale Ale

ABV: 7.0% Style: Brut IPA

Golden with dense white foam might seem all too familiar for a lager but this provided a welcome surprise. The aroma is quite floral, with delicate crushed citrus, hints of fruit and a touch of pepperiness. A soft bready malt backdrop rounds the aroma and balances the palate. A mild, soft lingering bitterness is refreshing, providing a moreish appeal. Very easy drinking, clean and did we mention moreish?

This is a party on the palate! Delicate notes of lemongrass, a hint of kafir lime and freshly ground ginger intertwine throughout the aroma and follow through to the palate. A hint of ginger warmth, fresh herbal and light citrus notes really complement and play around on the tongue and down the throat. Quite savoury and refreshing, this beer is certainly a welcomed spin on a traditional style.

Bronze in complexion with a low, tan coloured foam, aromas are clean with excellent, light roasted malt, brown bready and nutty notes. The palate has good toasted malt character and some nice layering. Easy to drink, refreshing in style and flavoursome with a light roast malt finish. An excellent accompaniment with barbecued or smoked dishes.

Wonderful stone and dark fruit aromas with citrus fill the air as a solid head persists atop the glass of this well rounded beer.

A lovely malt backbone supports the Mosaic, Strata and Idaho-7 hop characters that continue on from the initial aroma to reveal guava, lime and candy. A cracking beer is suitably bookended with a firm bitterness to finish.

Food: BBQ chicken

piratelife.com.au

Frenchies consistently deliver on beautifully pouring beers, and this one falls in line with its golden-hue, great clarity and tight white foam.

But it’s the aroma that shines with Citra dishing up bright, crisp lychee and mango. The flavour profile is far more subtle than the aroma. It’s dry, like any good Brut should be, but with a little more mouthfeel from the ABV.

Food: Tagliatelle

Food: Thai green curry

Food: Chèvre d’Argental

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Food: Brisket roll

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Frenchies Citra Red IPA

Frenchies Citra WCIPA

Frenchies Citra Hazy DIPA

Frenchies X Hopsters Sabro The Cool Kids

ABV: 7.0% Style: Red IPA

ABV: 7.0% Style: WCIPA

ABV: 8.0% Style: Hazy DIPA

A deep and glorious red meets the eye in a symphony of malt glory, only to be followed by a dank and balanced presence of Citra. Flavour is propped up by a great malt backbone, yet the spice and lime character of the hops somehow penetrate the senses to leave the drinker with a sense of awe at such balanced complexity.

It pours a satisfying dark gold and the aroma is delightfully fruity with lush tropical notes and juicy orange. In mouthfeel and flavour you could even be fooled into thinking this is a “juicy” IPA too, with its smooth fruitiness and delicately dry finish. It’s almost a shame this is a limited beer, because it’s so well balanced and nice to drink!

Hazy straw in colour with a thick white head that rims the glass it’s passionfruit aromas for days which follow through to the palate with mango and little to no bitterness with a sweetness that balances it all very well. It’s full-bodied, with a sharp carbonic bite but this isn’t over the top. Overall, this is very well made and balanced perfectly.

Food: Tartiflette

Food: Cheesecake

Food: Birthday cake!

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Food: Filet mignon & frites

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frenchiesbistroand

Food: Kransky roll with sauerkraut, mustard & cheese

brewery.com.au

frenchiesbistroand

ABV: 6.5% Style: Hazy IPA The beer has all the hallmarks of the Sabro hop: tropical and stone fruit mixed with coconut flavours. They combine exceptionally well with the 6.5% ABV and hazy, luscious mouthfeel of the beer. The great juicy hop flavour and lower bitterness of the style is a welcome to the party for all the cool kids.

Frenchies Pale Ale ABV: 5.40% Style: Pale Ale Delicate floral, orange peel and soft green hop notes are quite enticing and refreshingly appealing. The palate kicks off with a soft malty, caramelised sweetness followed by a fruity hop bitterness. A slightly cloying mid palate is balanced by the dry hop astringency and a mild lingering bitterness rounds out the finish.

brewery.com.au

March 2022 | 57

Activate Group Australia

How cooperation boosts liquor When liquor retailers collaborate with suppliers and merchandising teams, they become more agile to changing trends and consumer habits, writes Keith Quigg, CEO of Activate Group Australia.

In the past year there has been a variety of magazine

to full effect, will enable retail liquor presentation to

and news articles that have mused over the changes

be both vibrant and attractive.

in alcohol drinking habits in Australia. Most of

This collaboration will work best with input from

these commentaries talk about the move away from

the supplier and the retailer so that the brief to the

traditional, to a mix of different drinking genres.

service teams can be exquisitely prepared and ready to

This move has been illuminated by a lift in change-

be mobilised. For the supplier, the collaboration is based

advertising from other liquor brands and types, with

on a strategic shift in thinking. Using an outsourced

the leader being ‘I don’t like beer anymore’!

service team is a positive move as the coverage and

Dialogue about the ‘at-home’ market is almost

speed to market heavily outweighs the perception of

ubiquitous these days and the carryover effects of

cost - quicker return on investment and assurance that

the pandemic for liquor have been extensive. Home

marketing and advertising strategies are maximised.

delivery and click-and-collect have grown significantly

For the retailer, the collaboration, in the form of

and the methodology of liquor retailing has been

acceptance and store access for the service teams, means

questioned. If we add the unfortunate ingredients of

that the pressure on low staffing numbers is greatly

a staffing crisis, masks and QR codes, then running a

reduced and that the end result is attractive in-store

retail outlet is challenging. Something has to change,

promotion that fits the trends of the day. This also means

whether we like it or not.

quicker setup times for the active sales boosters that are

These changes of consumer habits will obviously

a necessity to keep consumers coming back.

affect liquor retail outlets in different ways depending

The market trend changes also include the

upon their location, the patronage and the climate.

availability of non-alcoholic drinks alternatives in

It will also depend on the wholesalers’ and brand

supermarkets. While this may not be a large threat

owners’ strategies to keep their part of the industry

to traditional liquor, it will draw a percentage of

vibrant and at the fore. Retailers will be pressured to

consumers away from liquor stores. Stronger online

keep their end of the market up to date and attractive

marketing and direct to consumer selling will also

to the consumer, while looking to keep the most

draw attention away from traditional sales.

profitable product mix on show.

Each of these and other disruptors will put pressure

“Retailers will be pressured to keep their end of the market up to date and attractive to the consumer, while looking to keep the most profitable product mix on show.”

Keith Quigg CEO Activate Group Australia

More information

There is a solution readily available. Activate

on the retail outlets to be more active, aggressive

can be found through

Group Australia members have large teams of

and interesting. But don’t try to do it alone. Use the

the Activate office,

experienced and talented merchandisers working

advantages that are available and seek collaboration

in various parts of the retail industry. Their role is

with your suppliers and make the most of the

based on a series of collaborations that, when used

merchandising teams that are ready to provide.

58 | National Liquor News

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by contacting enquiries@ activateaus.com.au.

www.feelsbotanical.com.au