Home' National Liquor News : NLN FEB 2018 Contents 52 | FEBRUARY 2018 NATIONAL LIQUOR NEWS
WILL EDWARDS, FOUNDER
WHAT WERE THE HIGHLIGHTS FOR
ARCHIE ROSE IN 2017?
2017 was a huge year. We collaborated with
Japanese tattoo artist, Kian Forreal (Horisumi),
to create four limited edition gins based on
each of the Japanese seasons. This was a really
interesting collaboration in which Horisumi’s
label artwork dictated the spirit and its
distillates, literally flipping the production
process on its head. Each of the gins –
Horisumi Autumn, Horisumi Winter, Horisumi
Spring and Horisumi Summer sold out, the
latter within hours of launching.
Last year we were really proud to partner
with some of Sydney’s most iconic events and
institutions including the St George Open
Air Cinema, Australian Museum and Sydney
Writer’s Festival. You’ll see a lot more of these
in 2018 as we partner with similar cultural
organisations in every city around Australia.
We were fortunate to receive several
awards in 2017, including Best Australian
Gin (Platinum Medal) – Signature Dry Gin
SIP Awards (USA); Double Gold Medal –
Distiller’s Strength Gin (New York World
Wine & Spirits Competition); World’s Best
International Contemporary Gin – Signature
Dry Gin (American Distilling Institute Craft
Spirit Awards); and World’s Best Unaged Rye
Whiskey – White Rye (American Whiskey
We were also grateful for very strong on- and
off-premise growth nationwide. We’ve added a
number of key team members and can’t wait to
make 2018 even bigger and better.
WHAT WILL BE THE MAIN
CHALLENGES AND OPPORTUNITIES
FOR ARCHIE ROSE IN 2018?
We have a fantastic roster of new products that
we can’t wait to rollout from April onwards.
This year a big goal is to broaden our
reach and to significantly expand our event
presence around the country, we expect
to do more than 500 events in 2018 so we
can share our products with spirit lovers in
all states and territories.
And whisky. 2018 is the year to spread the
word about Archie Rose whisky ahead of a full
launch next year.
WHAT DO YOU SEE AS THE COMING
TRENDS FOR 2018?
Creating incredible products will always be the
starting point to business success, backed by
exceptional design and packaging.
Authentic customer experience continues
to be a driver for ours and other businesses.
We’ll be increasing our capacity around our
education and experiences including distillery
tours, gin blending and other masterclasses.
The movement is definitely one of sustainability.
Bars are not the greenest things around, and
we’ve been trying to decrease our footprint since
we opened. Both in the bar and in the distillery
we strive to reduce energy usage and waste.
Straws are the easiest thing to stop using, as
part of the ‘big four’ plastic pollutants (bags,
plastic bottles and coffee cups being the other
three) educating the public is the last hurdle in
removing this unnecessary pollutant from our
drinks, we now offer them only upon request.
We also try to reduce waste from our perishable
consumption, for example our citrus offcuts go
into an Oleo Saccharum – a citrus sugar syrup
with the citrus notes extracted from the oils of
the skin of the fruit. Pineapple skins usually
discarded when juicing pineapples contain so
much pineapple goodness – simmered with
sugar and spices for a short time produce a
wonderful spiced syrup that costs next to
nothing. Frugality and flavour.
We’re also working with our dear friends
over at Cornersmith who make use of some
of our spent botanicals from the distillation
process. We love those guys. And in turn we
use some of their shrubs and pickles in our
drinks across the bar.
Besides sustainable, closed-loop bartending
as a trend, drinks wise we’re still seeing funk
reign supreme – we’re loving the acid hit
of shrubs in drinks, spritzes using Pétillant-
naturels. And of course at this time of year,
when fruit is at its best, we’re preserving away
like smart little ants, not silly grasshoppers, and
ready to get through winter.
Kombucha seems to be sticking around, as does
alternative milks. I’m seeing almond milk, coconut
milk and oat milk drinks popping up at the
vanguard. Basically hipsters still reign supreme,
even if some of them are shaving off their beards.
And frankly thankfully for us, the market
is fully behind Australian-produced spirits.
Other than for our own range of booze we
get requests across the bar for lots of great
Australian whiskies, gins and vodkas. Long
may that trend last.
The drink of 2018 is the Gin Spritz.
Gin with a touch of one of your favourite
liqueurs i.e. a Crème de Pêche, cassis or
Campari for those with a drier palate plus a
splash of soda.
WHAT PLANS DO YOU HAVE TO
ENGAGE THE OFF-PREMISE TRADE
IN THE YEAR AHEAD?
Our main focus will remain on our
educational experiences increasing the
number of tasting events, gin blending and
other masterclasses outside the distillery,
which we know drives more customers to
look for our brand in their local retailers.
We also want to work closely with retailers
giving them the opportunity to offer our
experiences to their customers.
We will continue to invest heavily in creating
engaging online spirits and drinks features,
which is where our target audience spend a lot
of their time viewing and sharing content.
“A BIG GOAL IS TO
BROADEN OUR REACH
AND TO SIGNIFICANTLY
EXPAND OUR EVENT
PRESENCE AROUND THE
COUNTRY, WE EXPECT TO
DO MORE THAN 500
EVENTS IN 2018 SO WE
CAN SHARE OUR
PRODUCTS WITH SPIRIT
LOVERS IN ALL STATES
AND TERRITORIES. ”
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