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SouthTrade aims to bolster Australian craft category

SouthTrade International is looking to further its position in the Australian craft spirits category with the creation of two new roles, Brand Ambassadors for Local Craft Spirits; one for Victoria and Tasmania, and one for New South Wales.

While the company is hoping to reveal details of its New South Wales Brand Ambassador in the near future, SouthTrade has revealed that Paul Slater will join to cover Victoria and Tasmania.

Commenting on the appointment, SouthTrade International National On-Premise Manger Andy Wren said: “I am delighted to welcome Paul Slater to the SouthTrade family. Paul is hugely respected within the industry in Australia and internationally.

“I share Paul’s passion for Australian craft spirits and I can’t wait to work with him showcasing our portfolio in Victoria and Tasmania. Paul’s amazing experience and extensive knowledge of whisky production will leave bartenders and spirit lovers inspired by his masterclasses and Australian craft spirit events.

“We will now be looking to hire a Sydney equivalent in the coming weeks.”

Slater already has a history with SouthTrade, as he joins the company from his role as Global Brand Ambassador for Starward Whisky, one of SouthTrade’s local craft spirit brands. Slater’s standing in the industry was cemented last year when he was also named the World Whisky Ambassador of the Year Award by the Australian Icons of Whisky.

“I am thrilled to join SouthTrade International and begin the next chapter of my career with a company that’s already dear to my heart,” Slater said.

“The Australian category is experiencing a huge craft spirits boom that is driving exciting new innovation and experiences for bartenders and consumers. It’s an incredible time to be at the forefront of this movement and I’m so excited about working with the trade to bring these great brands and drinks to life.”

SouthTrade International Managing Director, Ray Noble, said the creation of the two roles, and Slater’s appointment highlights SouthTrade’s ambitions for the Australian craft spirits category.

“The local spirits market has tripled in recent years and this rapid growth is forecast to increase tenfold as more consumers embrace Australian-made brands,” Noble said.

“It is a crucial time for SouthTrade International to invest further in local craft and spirits education and strengthen our team with impressive industry talent like Paul.

“We are privileged to have such incredible craft spirits from some of the most innovative local distilleries that are pushing category boundaries. We are starting with two Brand Ambassador roles initially (Sydney and Melbourne) though I envisage we will roll-out more across all markets in time.”

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