Marked by numerous major milestones, 2024 was a transformative year for Bacardi-Martini Australia (BMA), and despite the challenges of shifting consumer preferences, Managing Director Luiz Schmidt speaks to renewed industry optimism and a resilient portfolio.
Expanding its prestige spirits offer, BMA celebrated the launch of Patrón El Alto, Grey Goose Altius and Angel’s Envy last year, while enhancing its premium brand experience offering with the opening of the world’s first standalone Grey Goose bar, Le Martini, in Melbourne.
Despite declining gin consumption, Schmidt says: “Bombay Sapphire retained its status as Australia’s leading premium gin brand, with continued growth of 3.7 per cent in the last quarter, supported by this year’s Sapphire Hour campaign, which reinvigorated the category by celebrating its versatility and elevating the sense of occasion associated with gin, strengthening customer engagement and loyalty.”
New market segments
Strengthening BMA’s position in the prestige spirits category, the Australian launch of Angel’s Envy was highlighted by a visit from Master Distiller Owen Martin, and while it’s still early days, Schmidt says the initial response has been encouraging.
“Our outlook for the brand’s development in the Australian market in 2025 is extremely positive. Bourbon is Australia’s second largest spirits category after vodka, and as the fifth-largest global market by volume and third-largest by value, Australia presents tremendous opportunities for growth.
“The ultra-premium Bourbon segment, in particular, is expected to continue its rapid expansion, with IWSR forecasting a 5.8 per cent compound annual growth rate for ultra-premium Bourbon between 2023 and 2028.
“Angel’s Envy’s unique profile – finished in Port barrels for a smooth, slightly sweeter taste – aligns perfectly with Australian consumers’ preferences for rich, flavourful whiskies. Moving forward, we hope to continue building awareness and momentum for Angel’s Envy, positioning it as a go-to choice in the growing ultra-premium Bourbon segment in Australia,” he stated.
The 2025 outlook
Looking to the year ahead and feeling energised by the successes of the last 12 months, the focus for BMA is continuing to strengthen its core brand portfolio, says Schmidt.
“We’re fully committed to leveraging the power and heritage of our portfolio, refining our strategy to drive further growth and relevance in the market.
“In 2025 we’re focused on delivering exceptional experiences for consumers, building deeper connections with both our trade partners and end users, and ensuring that our brands not only stand out but also thrive in the evolving Australian market. By staying focused on what matters most – our people, our brands, and our consumers – we’re confident that we’ll continue to make significant strides throughout 2025 and beyond.”
Committed to ANZ
Cementing its position in the ANZ market, BMA relocated its offices to Sydney’s CBD last year. It’s a move that, according to Schmidt, aligns with BMA’s strategy to strengthen its local presence, foster collaboration with industry partners and expand market influence in the region.
“This is more than just a strategic investment – we’ve created a space that can energise our team and nurture future leaders. With a strong belief in the region’s potential and an ambition to lead the premium spirits sector here, the relocation signals our readiness to drive sustainable growth and innovation in the years ahead,” he stated.
This article originally appeared in the 2025 Industry Leaders Forum issue of National Liquor News: