On International Women’s Day every year, the voices and stories of women across the world are celebrated, as we address the issues that cause gender inequality and diversity. But despite these issues remaining, such voices and stories take a backseat once the day is done.
We think it’s worth doing the opposite and actively challenging the issues that create these gaps in our industry, which is why we launched our weekly Wednesday Women series, where we profile the stories of the inspiring women in this great and wide industry.
Today we speak with Shay Chamberlain, who brings Australia’s gin, and now vodka culture to life as Brand Ambassador for Never Never Distilling Co.
Chamberlain says she was first drawn to gin because of the essential role it plays in classic cocktails. “The recipe for gin is so flexible and therefore creative, as a bartender it’s just the perfect spirit to tailor your guests’ drinking experience,” she told The Shout.
When Chamberlain first discovered Never Never’s Triple Juniper Gin back in 2017 – working in hospitality at the time – it quickly became her spirit of choice behind the bar. She struck up a friendship with the founders, often serving them Martinis, and found herself deeply aligned with their ethos of hospitality, authenticity and fearlessness.
That connection eventually led her to take a leap in 2021, when she asked if there might be a place for her on the team, and joined them as their first-ever Australian brand ambassador.
Today, she brings that same passion and purpose to her role, but beyond the ethos, Chamberlain says it’s the quality of the product that she resonates with so deeply – a gin that is flexible in style, balanced and great to mix with.
“I genuinely love the products, so I find it very easy to just chat away about drinks, I believe that honesty shines through. People can tell when they are being sold to. Communication is about listening to the drinker, and educating them on the products in an insightful way. Often, they just haven’t found how they enjoy gin, there is so much more to it than tonic water,” Chamberlain explains.
Now, as the brand expands into vodka, Chamberlain is excited about what this new chapter represents for Never Never.
“This is such an exciting step for us, the ability to grow into other categories and apply our innovation techniques. Vodka is a staple in bars and not a flash in the pan, so a premium Australian-made vodka is just what the industry needs.”
Stepping into the Never Never
When Chamberlain stepped into her role with Never Never, she left behind Black Pearl – transitioning from one of Melbourne’s legendary bars to one of Australia’s leading distillers.
“It was a really big step for me, but it was only going to be for the right brand,” she recalls. “It’s allowed me so much growth and the ability to understand the broader industry. I have been extremely fortunate to have Sean Baxter mentoring me along the way. Not many roles like this pop up where the brand co-founder is so available and willing to show you the way.”
Her experience behind the bar influences the way Chamberlain tells Never Never’s story, and there’s one lesson from hospitality that she still carries into every tasting, event or brand conversation.
“Having 12 years’ experience behind cocktail bars massively guides the way I talk about Never Never. It allows me to connect with bartenders in their world with that lived experience. It also means when I am talking to consumers, I can keep it relevant and personal to them, just as if I were serving them over the bar,” she added.
“Talk to each person like they’re the first guest of the day. Even if you are at an event with 1500 people there, you have to be present.”