Top Shelf International (TSI) has announcement the appointment of Trent Fraser to lead its Australian Agave project and international expansion.
Formerly with Penfolds and Treasury Wine Estates, Fraser moved to Moët Hennessy in 2008 where he spent nine years as Vice President for Dom Perignon. Most recently was appointed to build and launch Moët Hennessy’s new international tequila brand Volcan De Mi Terra.
Speaking on Fraser’s appointment, TSI CEO Drew Fairchild said: “Trent’s track record of success at LVMH speaks for itself. He is the perfect person to guide and shape the development of our Australian Agave opportunity.
“We could not have found a more well-credentialled, internationally-recognised Australian in the spirits world to help TSI realise its ambition to become Australia’s first globally relevant multi-branded spirits company.
“We’re thrilled he shares our vision and passion to create not only Australia’s first Agave spirit of global relevance, but also to help guide our spirits portfolio’s entry into markets around the world.”
Fraser, who will start in the new role in September, said: “In 2015 I was honoured to be tasked to go and build a tequila brand for the esteemed LVMH luxury group. This was an absolute dream fulfilled as I was able to ignite this entrepreneurial fire within me and in a category I’m so passionate about.”
“For several years I lived between Guadalajara and New York building a distillery and brand from scratch. The project completely consumes you and immediately you need to become a jack of all trades learning on the fly about areas you never even dreamt of.
“From drilling for water to IP and contractual law to working with numerous customs and cultures, we constructed a go-getting, experienced team and built a humble but strong distillery that made a fantastic spirit.
“The branding and bottle design won numerous awards and we launched into market in 2017 with many accolades and medals in top wines and spirits shows. Today I’m proud to leave behind a legacy of one of the most respected tequila brands in the world.
“I’m a very proud Aussie and the opportunity to return home to lead something so ground breaking is undeniably the main driving motivation, as is the rule-breaking, hungry and pioneering attitude of the TSI team. I’m honoured to be part of this amazing team and company.
“Before accepting this role and major life change I obviously needed to test and trial if this concept could work. The team sent to me some of its early experimental liquid and I was immediately impressed. A stunning Agave liquid profile that has been carefully nurtured to flourish outside of its native Mexico will be the next chapter in Agave’s future.
“I’ve never been more fired up in my life to apply my agave and international spirits knowledge and learnings to create the best Australian Agave to inspire and share with the world.”
Fraser is currently living in Portugal and will work remotely when he starts with TSI until he is able to return to Australia.