Australia’s Eau de Vie category is set for growth with Feels Botanical partnering with Swift and Moore, who will manage the sales and distribution of the Feels portfolio in the Australian market.

Founder, Blake Vanderfield-Kramer will continue to manage the brand marketing and work closely with Swift and Moore on driving the growth of Feels and the Eau de Vie category.

Speaking about the new partnership, Blake said: “Swift and Moore is steeped in tradition within the Alcohol industry, and it is having a ‘rebirth’ under the leadership of Michael McShane (ex Brown-Forman CEO) and the portfolio of brands it is building in this market.

“Swift and Moore’s focus on people, culture, and brand building was one of the key reasons for our partnership with them. Michael and the team are open to building new categories, challenging the norm, and collaboratively working together for a positive impact.”

While Eau de Vie may be new concept to many Australian consumers, the ‘water of life’ is building a grassroots following amongst forward-thinking individuals seeking out new, natural alternatives that are versatile and occasionality focused.

Tony Stubley (ex SouthTrade founder & director) who is a key advisor to the Feels business, said Swift and Moore reminded him of the original SouthTrade days, when there was limited to no independent distribution businesses focused on build unique brands and categories.

“This ‘feels’ like the perfect partnership to grow the Feels Botanical portfolio and the Eau de Vie category,” Tony said.

Michael McShane added: “We are excited to work with Blake and the team in building the Feels Botanical brand and the Eau de vie category.

“Blake and the team have done an amazing job in a short time to create a new and meaningful consumer experience and we look forward to introducing the Feels brand to the wider community and introduce new consumers to those who seek natural beverage alternatives that are versatile and occasionality focused.”

Swift and Moore will work with the full Feels Botanical range, comprising:

  • Feels Botanical Bask, 43 per cent, Eau de Vie grape spirit distilled with Hemp Quandong & Kakadu Plum
  • Feels Botanical Vivify, 43 per cent, Eau de Vie grape spirit distilled with Turmeric, Coconut & Ginger
  • Feels Botanical Rouse, 33 per cent, Eau de Vie grape spirit distilled with Rose, Horny Goat Weed & Davidson Plum
  • Feels Botanical Revel, 33 per cent, Eau de Vie grape spirit distilled with Ginseng, Coffee & Illawarra Plum.

To find out more about Feels Botanical, contact your local Swift and Moore representative.

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.

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