By Andy Young
Australian cricket's vice-captain David Warner has become a "significant shareholder" in Tasmanian vodka brand 666 Vodka, after investing capital in the business.
Warner will take an active role to accelerate growth by increasing brand awareness, driving distribution and supporting promotional activity while complying with contractual obligations relating to his cricketing career.
Director Jeremy Ferguson told TheShout: "David's high profile and vast network, both in Australia and internationally, will help increase brand awareness. And he will be directly supporting some specific promotional activity.
"He will also be taking an active role in driving distribution, particularly in some international markets that we don’t currently have a presence."
Dean Lucas, 666 Vodka founder, added: "We’re pleased to have our business associated with an elite sportsman of David’s standing. He’s a unique character imbued with the great Aussie spirit and taking on the world. We know his insights and experience will be invaluable as 666 Vodka grows domestically and internationally.
"The injection of this capital will allow us to pursue additional growth initiatives, particularly in our export markets."
666 Vodka in now available in New Zealand and in parts of the US, with export initiatives underway in India and Sri Lanka as well.
Speaking about his investment in the company, Warner said: "As an active investor I can see a lot of potential in Australia’s growing artisan spirits sector. We have a lot to offer in terms of superior ingredients to make top-shelf products, in a market that is trending towards quality over quantity.
"In particular I’m drawn to the integrity, innovation and sustainability of 666 Vodka. I love Tasmania and the purity of the 666 story, which is captured in every bottle."