Sazerac Company has announced that its Australian spirits distributor SouthTrade International will now be rebranded to Sazerac AUNZ, which Sazerac says reflects its commitment to growing its portfolio around the world.
SouthTrade International was formed in 2002 by Dave Higgins and Tony Stubley, after the pair saw the opportunity to import Absinthe from the Czech Republic into Australia.
Sazerac acquired the business in 2016, bringing its extensive portfolio of spirits including Buffalo Trace Bourbon, Fireball Cinnamon Whisky, Southern Comfort, and many others.
Jake Wenz, President and CEO of Sazerac, said: “Sazerac continues to focus on globalising our brands by bringing the rich heritage of our various homeplaces, sites and products into a global identity. Having Sazerac AUNZ, formerly SouthTrade International, unify under the Sazerac name is another important step for us on this journey.
“We’re energised by the opportunities that lay ahead as we continue to expand and grow our portfolio around the world, and we are proud to have such an outstanding team in Australia and New Zealand helping to lead the way.”
This announcement follows similar ones in other parts of the world with Sazerac’s subsidiaries in the UK, formerly known as Hi-Spirits UK and Hi-Spirits Ireland, renamed to Sazerac UK and Sazerac Ireland in 2023.
“With the dedication of our incredible team and the support of our valued customer partners, we continue to strengthen and elevate our presence in Australia,” said Fraser Lockwood, General Manager AUNZ.
“We have many exciting plans in the works to keep the expansion going, which will enable us to unlock new milestones in our growth both now and in the future.”
Sazerac’s commitment to growing its portfolio has seen it acquire several brands in recent years, including Lough Gill Distillery in Ireland in 2022, with work currently underway to develop a modern distillery and visitor attraction.
Last year Sazerac announced it would acquire pre-mixed cocktail brand BuzzBallz LLC and earlier this year Svedka Vodka became part of the Sazerac portfolio.
There has also been development of Buffalo Trace with an American whisky experience opened in London and the new brand Traveller Blended Whisky, which arrived in Australia and New Zealand earlier this year.