SouthTrade International will take over distribution of Australian craft spirit brand 666 Pure Tasmanian Vodka, effective 1 October.

666 Vodka was previously distributed by Think Spirits, which last week announced it would be taking over the distribution of Stolichnaya Vodka in Australia.

As a part of the SouthTrade portfolio 666 Vodka will look to evolve as a brand, beginning with new packaging and product innovation.

Dean Lucas, the Founder of 666 Vodka, is delighted to be joining SouthTrade, which has been building a strong local craft portfolio in recent times.

“SouthTrade International is a business with fantastic energy and momentum as evidenced by recent brand additions and we are thrilled to be joining the SouthTrade family and what we consider to be the leading Australian craft portfolio.

“With the SouthTrade team’s knowledge, expertise and highly complementary portfolio, we plan to expand 666 Vodka with the next evolution of the brand inclusive of new packaging and product innovations.”

Lucas continued: “We would like to thank Patrick Borg, Graeme Ewens and the Think Spirits team for all of their passion and hard work carried out over the last three years. The 666 Vodka brand transitions to SouthTrade after a period of strong growth over the last 12 months.”

SouthTrade International’s Managing Director, Ray Noble, is also delighted with the new partnership, which strengthens their local craft spirits portfolio.

“Joining future icon brands of Mr. Black, Starward Whisky and Adelaide Hills Distillery, we are excited to expand and strengthen our local craft spirits portfolio with 666 Pure Tasmanian Vodka. It’s an award-winning brand with strong growth ambitions and plans for expansion, which marries with SouthTrade’s vision of driving long-term success for premium local craft brands across Australia.

“While this is a fantastic opportunity for both companies, we would also like to acknowledge the great work Think Spirits has undertaken on the brand to maintain a leading position within the Australian premium vodka category.

“Established in 2007 and committed to sustainability, we were drawn to the brand’s authenticity using local ingredients and capturing the purity of the surrounding environment of Cape Grim and North West Tasmania. As the number one Australian premium vodka, this addition bolsters our focus towards building unique local craft brands with great stories.”

666 Vodka is available through Dan Murphy’s, First Choice, and Vintage Cellars, independent retail and on-premise locations nationally.

Deborah Jackson

Deb joined Intermedia in 2015 as Editor of National Liquor News and Deputy Editor of The Shout. Since then, she has also worked as the Editor of Beer & Brewer and the New Zealand title, World of Wine....

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