It’s an exciting time at Stuart Alexander & Co., as the supplier continues its investment and focus on its liquor division in the Australian market.

In recent months it has expanded its liquor portfolio with the addition of six brands from international producer Biggar & Leith, while also receiving top accolades for existing brand De Kuyper at the International Wine and Spirits Competition (IWSC).

CEO Nick Nairn told National Liquor News about the company’s focus in the liquor space and said: “Stuart Alexander was founded in Australia in 1884 and over the past 130+ years we have adapted, changed and grown.

“Liquor is one of our newer growth pillars which we are very excited about. As a business we contribute to numerous consumer categories and multiple customer channels in Australia, and with our brand partners, around the globe. Connecting all these insights puts us in a unique position to bring innovative growth solutions to our customers and exciting brands to our consumers.

“Our main focus is to establish a sustainable and scalable portfolio of premium beverages that cover key categories and allow us to win with both our customers, the consumer and our brand partners. We seek out brands that complement each other and provide growth opportunities within both the core on- and off-premise liquor channels but also through our well-established grocery and HoReCa [Hotels, Restaurants and Catering] channels.”

The Biggar & Leith addition to the Stuart Alexander portfolio aligns to these goals through a range of means via the six brands taken on board to date: Hotel Starlino aperitifs, Shanky’s Whip Irish Whiskey Liqueur, Spytail Rum, Gladstone Axe Scottish Whisky, Stambecco Amaro and Butterfly Cannon Tequila.

“What Biggar & Leith do so well is create visually disruptive brands with not only quality liquid but amazingly authentic stories that resonate with consumers. They’re also challenging what we know about both mainstream categories such as whisky and giving classic and somewhat forgotten categories such as vermouth and amaro a modern spin that breathes new relevance in today’s drinking occasions. The range also touches on major categories trends we’re seeing in both the on and off premise channels,” said Nairn.

“At the heart of each brand from the Biggar & Leith portfolio is the element of discovery – discovering new flavour profiles, discovering different ways to create and consume cocktails and long drinks and discovering new brand stories.”

The other latest exciting news from the Stuart Alexander portfolio was De Kuyper winning multiple awards at the IWSC, which Nairn says further drives home that goal of a sustainable premium portfolio in key categories.

“De Kuyper is very much a leader in quality and innovation with over 325 years of expertise in liqueurs and spirits. Their diverse range of premium liqueurs is loved by bartenders and consumers globally and showcase how easy it is to make great cocktail in seconds,” Nairn said.

“For De Kuyper to win the title of Liqueur Producer of the Year three years running is a testament to the quality and credentials of their products.”

These two recent announcements from the Stuart Alexander business are an indication of further positive things to come, as the company continues expanding its focus in the liquor industry. Although this will apply to the whole industry, there are also some elements that will especially be of note to retailers.   

Nairn said: “We’ve made a significant investment in our liquor division over the past 12 months with an expanded brand marketing and trade advocacy team and dedicated sales team now on board. This puts us in an excellent position to support our trade customers and share our brand partners’ stories with Australian consumers through first class marketing activity.

“We’re also expanding our e-commerce capabilities and expertise to capitalise on the growth in the online liquor space and changing dynamics of the retail environment.

“Suppliers such as Stuart Alexander that can offer retailers a variety of new and interesting brands that tick multiple consumers touch points and continue to drive traffic to their stores, both bricks and mortar and online, will be key to overcoming the current challenges in the retail environment.”

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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