Australian Spirits
A spirited country Australian spirits are enjoying strong momentum right now, so Brydie Allen investigated what’s behind this trajectory to find areas of opportunity for retail.
It was only a handful of years ago that Australia
Blake Vanderfield-Kramer, Founder of
had just a handful of distilleries to enjoy. Today,
local eau de vie brand Feels Botanical, also
Premiumisation and an appreciation for
there are hundreds, big and small, dotted
sees that growth opportunity, and likens it to
craft are a couple of elements that can also
across our great vast continent, delivering
what other sectors have already experienced.
claim responsibility for this preference shift.
internationally renowned spirits that continue
“I think we will see a boom in Australian
“Consumers are rewarding themselves
manufacturers and brands, as we have seen
with high quality spirits that help elevate
to excite consumers the world over.
but there is definitely more behind it.
And the sector is not finished yet. Despite
within the wine and beer categories,” he said.
their drinking experience, whether they’re
the popularity explosion in recent years,
Brendan Moynihan, Marketing Director
sipping whisky neat or stirring it down
Australian spirits are still accounting for a
at Starward Distillery, also sees this, and
in classic cocktails. Now more than ever,
relatively small proportion of spirits bought
said: “The Australian spirits category is on
consumers are willing to reach into their
and consumed locally. Considering the
an exciting trajectory which continues to go
pockets if it means they are supporting local
incredibly high quality of these products, this
from strength to strength.”
brands, and quality products with engaging
points to a huge opportunity for local retailers. “At the moment, Australian craft spirits
stories to tell,” said Moynihan.
Spirited growth
“It is important that Australian distilleries
amount to less than one per cent of the spirits
“For me, Australian drinkers are driving the
continue to produce approachable high-
consumed in Australia, in comparison to
growth of Australian spirits. Aussie drinkers
quality products to recruit a new consumer.”
international markets, we’re informed this
are choosing local in every category where it
When Syme was asked what is setting
is usually 10 per cent. So, there is massive
is available,” said Sebastian Reaburn, Master
Aussie spirits apart from international
opportunity to grow the segment, and
Distiller for Top Shelf Group, maker of
products right now, he also said quality
for consumers to support local product,”
Grainshaker Vodka and NED Whisky.
was key.
said Cameron Syme, Master Distiller and
Reaburn is certainly right there, as local
“I was judging the World Gin Awards
Founder of Limeburners, Giniversity, Tiger
consumers continue to place an every-
recently, and a fellow judge who is a gin
Snake and Dugite in WA, and a recent
growing emphasis on products that are
distiller from the UK said that Australia is
inaugural inductee into the Australian
closer to home. The pandemic is one thing
making the best gins in the world and is the
Distillers Hall of Fame.
that is often credited with this movement,
country to try to match,” he said.
40 | National Liquor News
