Australian rum distillery Brix is set to expand its national footprint after signing a deal to join leading liquor distributor SouthTrade International.

The deal will see SouthTrade distribute Brix’s core range of 100 per cent Australian-made premium rums and RTDs into bars, restaurants and bottle shops across the country.

Damien Barrow, Co-Founder at Brix Distillers says this distribution deal is an exciting opportunity to show the world what Australian rum is capable of.

“Brix is both thrilled and humbled to join SouthTrade’s extensive portfolio where we will have the opportunity to co-exist amongst some of the world’s most well-known liquor brands,” Barrow said.

“It’s an extremely exciting time to be involved in the Aussie rum category and with a number of other amazing local brands contributing to change within the category, we expect to see consumer perception continue to shift over the coming years. Brix continues to focus on transparency, education and innovative production techniques in bringing our brand to life, all of which are qualities we feel are well aligned with SouthTrade’s own operational brand pillars.

“Southtrade have consistently proven that they are experts in their class with a track record of significantly growing a brand’s market presence both domestically and internationally. Our entire team are truly excited for the next stage of the Brix journey.”

The deal also coincides with a suite of changes within Brix, including a new bottle and label design and the appointment of Andrew Walters into a Brand Ambassador role. Walters will head up the Brix beverage program and will work alongside the Southtrade team to push the standard of education and appreciation of Australian rum in a positive direction.

Ray Noble at SouthTrade International said: “I am excited for Brix to be joining the Southtrade portfolio. Local craft spirits remain a key pillar of growth for us, and I can’t think of a better brand to partner to lead the evolution of craft rum in Australia. There is a lot of untapped opportunity in the super-premium rum segment and the passion Brix bring to this category is infectious.

“Their new 100 per cent Australian made spirits range are well placed to challenge perceptions of how to enjoy rum in what is traditionally a cola led occasion. Culturally, the team at Brix are a great fit with Southtrade which is vital for a successful partnership. They dream big, take their craft seriously while having a lot of fun along the way.”

SouthTrade International will commence distribution in April 2023, while Brix already has plans underway to construct a one million-litre per year rum distillery in Western Sydney, which will see larger investment in liquid under maturation.

Did you know?

There are five ways you can stay up-to-date with industry news thanks to The Shout?

  • Online, updated daily with news, features and unique content.
  • Our newsletter, three times a week – free to your inbox. Subscribe here.
  • Through our social media channels

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

Leave a comment

Your email address will not be published. Required fields are marked *