One ASX listed whisky company is pulling a lot of attention this week thanks to a certain CEO, and not for his drinking habits.
The Bainbridge ice saga provides a near perfect backdrop for Top Shelf International Holdings (ASX: TSI) to announce their latest deal with Coles Liquor Group.
NED Australian Whisky and Grainshaker Hand Made Australian Vodka, two of TSI’s leading products will be made available nationwide across Coles Liquor Group’s network which includes Liquorland, First Choice Liquor and Vintage Cellars.
The distribution agreement builds on the retail network already stocking NED Whisky which includes IGA Liquor, The Bottle-O and Cellarbrations. Grainshaker Vodka is currently available in Victoria and Queensland via IGA Liquor.
Named after the infamous and iconic Aussie bushranger, NED Whisky aims to give “Australian dark spirits drinkers a genuine choice and something to call their own.” They’ve created a uniquely Australian whiskey, distilled and hand bottled in Melbourne.
Seen in the hands of many at the recent Australian Open, Grainshaker Vodka is another Aussie concoction, made in Victoria. Grainshaker boasts three variations, each from a different grain: wheat, corn and rye.
The deal aligns well with Coles Liquor Group’s latest shift, with the Group making a concerted effort to stock more high quality, locally-produced brands.
“Securing national ranging with Coles Liquor Group is another significant milestone as we continue to build distribution of our premom Australian spirit brands to consumers around the country,” said Top Shelf CEO, Drew Fairchild.
“We are thrilled to have secured this agreement and look forward to developing a partnership with CLG that helps NED and Grainshaker further consolidate their position as leaders in their respective categories, and through this relationship, supporting the continued growth of Australia’s craft spirits industry.
“It is an example of the company’ growing momentum and continued execution of the catalysts to deliver on our strategic objectives.”
The spirits market in Australia is on the rise. The trend of premiumisation has seen revenue in the spirits segment projected to climb to USD $411 million in 2022. The market is expected to continue its growth trajectory by 5.18% (CAGR 2022-2025).
Samantha Freidin is a business journalist at Emerald Financial whilst also completing a Masters of Marketing and Digital Communications at Monash University.
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