SouthTrade International has added four new international whisky brands to its portfolio, as it looks to make the most of the significant growth in Australia’s super-premium whisky category.
The company has added Indian whiskies, Paul John and Rampur, as well as Japanese whiskies Kurayoshi and Tottori to its whisky offering which already includes Buffalo Trace Distillery, Starward, Teeling and Rittenhouse.
SouthTrade’s Managing Director, Ray Noble said it is an exciting time for whisky in Australia and that the company’s new whiskies play into many of the whisky trends Australia is currently experiencing.
“With Australians and whisky enthusiasts alike immersing themselves in whiskies from unusual provenances, varying climates or that use interesting casks to explore beyond the norm, it’s a great time for the whisky category which now accounts for 24.5 per cent value share of entire spirit market.
“Consumer insight is also showing double digit growth in the trade up trend to more premium products and Paul John, Rampur, Kurayoshi and Tottori are all fantastic whiskies in this category, that can be enjoyed neat by whisky aficionados, or for consumers who are looking for a subtler way to sample, through cocktails like Whisky Highballs.”
SouthTrade has also looked to further its position within this category, and make the most of the new whiskies in its stable by bringing in former bartender at Eau de Vie and Hawthorn Lounge, Richard Blanchard, as its whisky specialist Brand Manager.
Noble added: “With a background as an award-winning bartender/brand ambassador and many years in the industry working for Glenfiddich, Richard’s knowledge of the category makes him well equipped to represent SouthTrade’s premium whisky portfolio, so we are delighted to have him on board.”
Blanchard said that he was looking forward to working with the wide range of whiskies in the SouthTrade portfolio.
“It’s great to join SouthTrade at such a pivotal time for the company in terms of their whisky portfolio,” he said.
“Not many companies can claim to have such a diverse collection from some of the world’s very best, creative distillers who produce outstanding products.”