Top Shelf International’s (TSI) Australian Agave project is no secret but today the producer finally unveiled its brand for the first release of its Australian Agave.

Act of Treason will join NED Whisky and Grainshaker Vodka in the TSI portfolio of premium spirits brands and will carry on the TSI focus of bringing the best of Australian provenance and creativity to its sprits.

TSI said that it is time for agave to expand its horizons beyond its traditional home and Act of Treason will aim to challenge the status quo and break the mould.

Top Shelf International’s President Agave and International Trent Fraser said: “Our mission is to create a stunning, regionally-expressive, Australian terroir driven spirit to the world and we are already feeling a buzz of excitement about creating this new agave spirits category.

“Engagement with key domestic and international retail and major hospitality groups has already begun and we are working on new and innovative ways to engage our trade partners in this trailblazing project.

“Our portfolio will contain the agave classic expressions but with TSI’s trademark appetite for rule breaking. Consumers also should expect to see some bold innovations as we push the limits.”

Fraser also said he was also thrilled with the health and progress of the agave plants.

“The agronomy practices at the farm are truly world-class and at the forefront of global agave and the recent sugar trials from a pina taken from our Eden Lassie farm is evidence of that,” he said.

“We were delighted with the results that showed an acceleration of the sugar level and overall plant health and growth compared to our last trial six months ago. But as with all agronomy projects of this nature, the plants will tell us when they are ready for harvest.”

TSI is also offering retail and hospitality partners an opportunity to connect early with the project as a partner in the brand to secure your very own Field of Treason. This is similar to how individuals were able to obtain a row of plants in TSI’s NFT project.

The initiative will enable partners to reserve an exclusive plot of agave in advance of the launch which TSI will grow, nurture and harvest on their behalf under the Act of Treason brand. A number of different fields of varying sizes are available.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

Join the Conversation

1 Comment

  1. Terrible branding and name.
    Very bottom shelf.
    Please show some leadership in the Aust. Agave sector and rethink.

Leave a comment

Your email address will not be published. Required fields are marked *