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 Justin Kosmina, Co-founder of Agave Lux, an exclusive Australian distributor of premium small batch Mexican spirits, and Head of Global Sales for Australian winemaker The Hidden Sea.
NLN: Can you share a bit about the journey that led you to co-start Agave Lux and take up your position as Head of Global Sales at The Hidden Sea?
JK: I’ve always been big on saying yes to opportunities even if it is out of my comfort zone – it’s the best way to learn, grow, and push yourself. My journey started in hospitality, working as a glassy before managing and owning bars, restaurants, and nightclubs across Hayman Island, Adelaide, and Sydney. That hands-on experience gave me a deep understanding of the industry and a real passion for the drinks world.
Wanting to broaden my knowledge, I moved into the corporate space, spending seven years at Treasury Wine Estates across Sydney and the UK, followed by three and a half years at Swisse Australia. The contrast between running independent venues, working for myself, and stepping into global corporates gave me a well-rounded perspective on the industry and shaped how I approach business today.
That balance led me to my first distillery, Estancia Raicilla, and launching Bebidas Global (now Agave Lux) in the UK and Australia in 2015–16. From there, my passion for wine and spirits kept growing, particularly in understanding the space between well-established global brands and the importance of quality, authenticity, and great people behind a product. I’ve always believed in knowing where things come from, the people making them, and their environmental impact. At the end of the day, we all have the ability to make simple, better choices – supporting products that not only taste great but also do some good. That mindset continues to shape everything I do.
NLN: What are some of the key milestones or lessons in your career that have shaped your understanding of the liquor industry?
JK: One of the biggest lessons in my career has been working from a young age. Now that I have a young son, I see the value in it even more – it helped shape my work ethic, build structure, and instil a drive to grow and succeed, which I’ll encourage in my own family.
Starting out in hospitality gave me an incredible foundation. Fast-paced environments teach you resilience, adaptability, and how to deliver great experiences – skills I still rely on today.
Another huge lesson has come from working across global markets – Australia, the UK, the US, Europe, and Asia. Understanding different consumer behaviours, navigating regulations, and building distribution networks across multiple regions has been invaluable. It’s shaped how I approach sales, brand-building, and business strategy.
Finally, one of the most important things I’ve learnt is to say yes to things outside my comfort zone. Moving countries, investing in a distillery, starting my own business and coming into a business to scale (LCW & The Hidden Sea) – every one of those decisions has helped me grow, push boundaries, and develop a unique perspective on the industry.
NLN: How do you ensure The Hidden Sea stay ahead of industry trends and changes?
JK: For nearly seven years, The Hidden Sea has been focused on ocean health, pioneering a profit-for-purpose model in wine while staying committed to premium winemaking. The key to staying ahead is keeping our mission clear – removing plastic from the ocean – while evolving how we communicate it. One of the biggest challenges we face is bridging the gap between the shelf (or the bar) and the consumer – ensuring they recognise that we are a quality product that delivers social and environmental impact at the same cost as our competitors. The key, therefore, is finding ways to make this clear to consumers and giving them a simple choice: enjoy a great wine that does something beyond making a profit, or not. Both choices are fine, but at least they know what they’re supporting.
As more brands lean into sustainability and social impact, standing out becomes even more important. We focus on transparency and measurable action so people can see the real impact of their purchase. By staying true to our mission while adapting to industry shifts, we continue leading with purpose instead of just following trends.
NLN: As the Head of Global Sales for The Hidden Sea, what are your ambitions for the business in the year ahead?
JK: The goal is simple: keep giving consumers an easy but meaningful choice. Most alcohol brands focus solely on the product itself, with no real social or environmental impact. The Hidden Sea flips that by offering wines that not only taste great but also remove plastic from the ocean.
Most brands are driven purely by product and profit, but we believe wine can be more than just a transaction. By continuing to deliver exceptional wines that also create positive change, we’re giving people the ability to make small choices that lead to something bigger. It’s not just about selling wine; it’s about creating a movement – where choosing a bottle means choosing to do something good for the planet, without sacrificing quality or experience.
NLN: What keeps you inspired?
JK: What keeps me inspired is figuring out how to drive sustainable, profitable growth while navigating some of the toughest market conditions we’ve seen. Right now, SMEs are dealing with huge challenges, while the big corporates keep gaining share because they can absorb more costs. For smaller players, having a real point of difference, backed by authentic people and strong service, is more important than ever.
I’m also inspired by seeing more businesses move towards quality-driven products – ones that don’t cut corners. There’s a real shift happening, where brands are recognising that long-term success comes from doing things properly, rather than chasing quick wins.
Sustainability in alcohol is complicated, but The Hidden Sea and Agave Lux are both committed to making better choices, whether in production, sourcing, or the value we deliver to consumers. It’s not about being perfect – it’s about always striving to be a little bit better.
NLN: Outside of work, what hobbies do you have, or how do you enjoy your spare time?
JK: With a 20-month-old son, Leo, and a recent move back to Adelaide, life revolves around family – whether it’s chilling out together, heading to the playground, exploring new restaurants with my wife, or squeezing in a round of golf. Fitness is also a big focus for us – it helps me stay sharp and be the best dad, husband, and support for the people around me.