By Ian Neubauer
International awards provide a cost-effective marketing tool for the makers of artisanal alcohol products, according to the co-owner of Australia’s most awarded distillery.
“We are often asked ‘why do you invest so much time and money in the international awards wrena’,” said Tamborine Mountain Distillery (TMD) co-owner Michael Ward following the awarding to TMD of a grand gold, a gold and a silver medal at the International Spirits Competition (ISW) in Germany this month.
“Being a small artisanal distillery with very limited funds for advertising and promotion, we find competing internationally gives us an edge, particularly when we have often [beaten] the big boys.
“The international liquor industry is very competitive and it’s exciting for our small family-operated business to be a part of this gigantic worldwide conglomerate. It’s good for our morale and our spirit.”
TMD has racked up dozens of awards over the past few years.
Last month it was awarded two gold stars by the International Taste and Quality Institute in Brussels for its lemon myrtle liqueur and vanilla liqueur.
And it April it scored a gold for its wattle toffee liqueur and a silver for its hibiscus liqueur at the prestigious San Francisco World Spirits Competition in April.
To see a full listing of TMD’s awards dating back to March 2008, click here.