A Brave New World: Diageo invest in Australian distillery

Posted by: Ted

The whisky scene in Australia, by its very nature as a young and emerging industry, has hitherto always been gloriously independent. Brave and adventurous souls carving out their own mark in this new frontier of whisky making, men and women free to pursue their own ideologies and dreams. Very different to the crusty, entrenched old world, where the multitudes of distilleries are weighed down by centuries of tradition and the idea of a truly independent producer is hard to come by in the face of hungry multinationals.

Diageo

It was always going to happen you know. Never a doubt. You can bet your bottom dollar that ever since Bill Lark emerged from the Tasmanian Highlands as an enlightened being, the big boys have been keeping a very close eye on developments in the antipodes. If the Australian whisky scene succeeded in its ambitions, and my word it most certainly has, the sharks were always going to be circling ready. There have been a few nibbles here and there over the years, but finally someone has taken a proper bite.

Diageo, global spirits bigwig and owner of globally renown brands such as Johnnie Walker, Smirnoff and Baileys, has decided to take a chance navigating by the southern constellations and bought a minority share in Victoria’s New World Whisky Distillery, makers of Starward whisky. Starward, with excellent releases such as the Apera cask single malt or the quirky ginger beer cask, has been making waves both at home and increasingly overseas, so it is no wonder that Diageo has considered it to be a worthy venture to invest in.

How this moment changes the landscape in Australia is yet to be seen. It is only logical that as the industry increases, the big boys will continue to invest in distilleries they consider to be appropriate extensions of their brand. To be honest this is actually a really good thing for Australia, as it will allow for much greater growth within the sector, solidify the local market, give better extension into new overseas markets and help whisky in this country mature and gain further acceptance as an world class product.

New World visit 5

But… at the same time we have to hope that this evolution doesn’t come at the cost of the attitude and culture that makes Australian whisky unique. It would be sad if that spark was lost through homogenisation and the finance-driven whims of corporate overlords. The whisky produced by Australian distillers is exceptional, a sentiment backed up by a slew of prestigious awards; if the quality of the spirit was diminished through bottom-dollar bean-counting it would be a slap in the face to the ideals of the men and women who have worked hard to bring this industry to life. Then again, even the hardest-boiled rager-against-the-machine has to admit somewhere along the line that these guys seem to have some vague idea about what they’re doing, so hopefully good stewardship and passion for the product will win the day.

Actually, come to think of it, something quite extraordinary may emerge out of all this. As we all know, Diageo’s flagship whisky is the Johnnie Walker, the highest profile blended whisky in the world. If Diageo keep adding Australian cup winners to its stable, who knows, maybe we’ll see the release of a true-blue Aussie blend! Strewth, prepare ya cakehole for the dinky-di Jonno Walkabout “MAAAAATE” travel-exclusive series, featuring the likes of the ‘Bronze Surfie’, the ‘Flamin’ Pink Galah’ and of course, the ‘Blue Bogan’.

The future is here and it’s a Brave New World. Watch this space.

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5 comments

  1. I hope the investment helps with progress but not at the expense of what makes Australia whisky unique. I’d love to be able purchase it more easily here in the UK but if the cost is its character.

    Like

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