Australia’s liquor retail industry is an incredibly diverse landscape, from pioneering new trends to upholding time-honoured traditions. But beyond the brands and products, it is the individuals within this industry whose passion and dedication create such a dynamic market.
In each instalment of our ‘Five minutes with…’ series, National Liquor News puts the spotlight on a key figure in the industry, sharing a glimpse into their personality and the experiences that underpin their achievements.
Each fortnight, we will dive into the professional accomplishments and unique perspectives of our industry’s dynamic leaders, uncovering their personal stories of success.
This week we sat down with David Fesq, Founder of Red Mill Rum.
NLN: How long ago was Red Mill Rum founded? Can you share a bit about the journey that led you to start the company?
DF: Well, Red Mill was actually started in 1933 by my great-grandfather. Back then, it was distilled in the CSR distillery in Pyrmont, on the harbourfront, with the casks then being bottled by George Fesq in his bonded stores in the back of the historic Rocks area in the city. In the post-war years, Red Mill grew into the biggest-selling rum brand in Sydney, a feature of life in the city and into western New South Wales. As things tend to do, the Red Mill brand eventually faded away in the early 1980s.
The idea of bringing Red Mill back to life came to me in 2020. At that point, I had already been working in the liquor industry for about 25 years, on the front lines of bars and restaurants around the world, as well as in the wholesale wine and spirits space. The idea of restarting Red Mill is ultimately a culmination of that experience.
The journey since then has been as exciting as it has been nerve-wracking: getting the trademark back, making rum, sourcing casks, finding a home for the brand, development applications, aging, blending, branding, packaging, building the team, sales, feedback…. Just getting to the start line has been an amazing few years.
NLN: What are some of the key milestones or lessons in your career that have shaped your understanding of the industry?
DF: Two stand out: the years I spent working in the Caribbean while travelling in my youth and the subsequent years I spent running our family business, specialising in wholesale distribution for premium Australian wineries.
Together, these have shaped the ideas and beliefs that we use to guide a project like Red Mill. Have a clear vision, don’t be afraid of the work required to achieve it, aim high and work methodically. Never underestimate the power of incremental progress.
At the end of the day, you can only hope to capture the consumer’s imagination through quality product, engaging storytelling and a real reason for existing. It may sound simple, but it’s amazing how long it’s taken me to learn the basics.
NLN: How do you ensure Red Mill Rum stays ahead of industry trends and changes?
DF: Well, I’m not totally sure, frankly. I’m doing something that our family has been doing for six generations, so I’m both the custodian of the past and charged with making it relevant to the future.
For Red Mill, we’re making a style of rum that embraces the history of Sydney as a great rum city, but also the modern lifestyle that makes it great now. We think the time for authentic, refined, local and premium rum is right for now, and into the coming cycle.
It may not be a trend, but we’re just trying to make the very best rum we can in a style we think is new and unique.
NLN: As the Founder of Red Mill Rum, what are your ambitions for the year ahead?
This year’s biggest goal is to open our distillery home to the public. We start construction on the full Red Mill cellar door and event areas in the coming months, which is very exciting.
We expect to have the onsite production enlarged and dialled in further as we take the Red Mill vision beyond Sydney and into the rest of Australia.
We will start bottling our single-cask program in the coming months, which has been almost five years in the making. There are various collaborations and product ideas already in the works across our customer base and beyond.
It feels like a really exciting year ahead for Red Mill.
NLN: What keeps you inspired?
DF: Family, the industry, the craft in it all. The days are long, the stresses are real, but at the end of the day, we’re making a real product with our hands, and I love that more than anything.
Having the support of those closest to us keeps the perspective needed to navigate the ups and downs.
NLN: Outside of work, what hobbies do you have, or how do you enjoy your spare time?
DF: Well, I wish I had more of it, but whenever possible, I’ll be doing something on the Harbour with the family; fishing, sailing or swimming.