Set to expand its national footprint, Australian spirits company Top Shelf International (ASX: TSI) has secured national distribution of its NED Australian Whisky with Endeavour Group (ASX: EDV), opening up access to customers of drink retailers BWS and Dan Murphy’s.
The strategic move expands the availability and accessibility of NED Australian Whisky to consumers across the country, and follows a similar national distribution agreement signed with Coles Liquor in May 2023.
The partnership will enable Top Shelf International to leverage the extensive retail networks of BWS and Dan Murphy’s, renowned for their wide selection of premium alcoholic beverages. With this new distribution agreement, whisky enthusiasts will have the opportunity to explore and purchase NED Australian Whisky conveniently at select BWS and Dan Murphy’s locations.
NED Australian Whisky has gained a reputation for its craftsmanship and distinct flavour profiles. The whisky is meticulously crafted using locally sourced ingredients and traditional production methods, resulting in a premium product that showcases the rich and diverse flavours of Australia.
Top Shelf International’s brand portfolio also boasts the Grainshaker Vodka and Agave brands.
By securing national distribution through BWS and Dan Murphy’s for NED Australian Whisky, Top Shelf International aims to significantly increase the visibility and accessibility of NED Australian Whisky, tapping into the massive customer base of these well-established retailers. This strategic move aligns with the company’s broader objective of expanding its market presence and driving whisky sales across Australia having previously sold via independent channels.
“This ranging is a significant strategic milestone in our ambition to build NED by securing ranging in all major retailer banners. It is the culmination of many months of work and a critical first step in our relationship with Endeavour,” said Top Shelf International CEO, Trent Fraser.
“We are grateful for the opportunity to showcase the NED portfolio in both BWS and Dan Murphy’s to their core dark spirits drinkers, and look forward to working alongside the EDG team to deliver great results as the brand establishes itself in these channels.”
The new distribution agreement comes after Top Shelf International received commitments to raise $40m in June 2022, subject to shareholder approval. These commitments were followed by the release of the Company’s strategic review which outlines how they will improve cash flow by $12m in FY24 and potentially reach EBITDA breakeven via the application of funds from the capital raise commitments.
Alfred Chan is a Business Reporter at The Sentiment specialising in ASX-listed small cap companies, a bloodstock enthusiast and former equities analyst.
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