Overview: South Australian distillery Never Never Distilling Co. celebrates a decade in business with the launch of its Signature Vodka, marking a significant expansion beyond its flagship gin. Following ten years of production that yielded approximately 600,000 litres of gin equivalent to 20 million G&Ts, the brand introduces a new spirit enriched with distilled oils and activated carbon filtration. The company also announces plans to enter the Japanese market through Asahi Beverages while opening a new venue at Adelaide Central Market.
The Full Story
Founded in 2016 by three friends—Sean Baxter, Tim Boast, and George Georgiadis—the company aimed to prove Australian gin could rival global standards. Operations began in a 16-square-metre warehouse using a second-hand still named Wendy. Over the past decade, Never Never has produced about 600,000 litres of gin, enough for around 20 million gin and tonics, while earning major industry accolades and building an international reputation.
Launched in October 2025, the vodka is Never Never’s first permanent spirit beyond gin and reflects the team’s approach to pushing flavour and texture in unexpected directions. The vodka is designed to work both neat and in classic cocktails, including the Espresso Martini, with Never Never sharing its own recipes for a Signature Vodka Martini and an Espresso Martini to mark the milestone. The distillery was acquired by Asahi Beverages in 2024, with its founders remaining actively involved.
Never Never is expanding its hospitality footprint with a new venue at Adelaide Central Market and preparing to enter Japan, becoming the first Australian brand in Asahi’s portfolio to be distributed in the Japanese market. In November, the company will be launching into Japan with Asahi. It’s the first Australian brand in Asahi’s portfolio that they’re planning to launch into their home country.
Production & Profile
Crafted from Australian wheat spirit, the Signature Vodka incorporates distilled olive, coconut, and avocado oils to achieve a silky texture and extended finish. Activated carbon filtration processes the spirit for 16 hours prior to blending the individual oil distillates into the final product. Rather than adhering to traditional vodka-making methods, the team pursued a distinctly Australian spirit focused on mouthfeel. This approach earned international recognition, taking home Most Innovative Spirit at the 2025 The Spirits Business Awards in London.
Brand & Industry History
Established in 2016 by three friends—Sean Baxter, Tim Boast, and George Georgiadis—the company aimed to prove Australian gin could rival global standards. Operations began in a 16-square-metre warehouse using a second-hand still named Wendy. The business was acquired by Asahi Beverages in 2024, with its founders remaining actively involved.
What This Means
While gin remains central to operations, the brand is establishing a presence in a new category as Signature Vodka gains traction against the flagship Triple Juniper Gin. The release signals a shift in cocktail trends within Australian bars, where vodka-based drinks like Martinis and Cosmopolitans are returning to menus. This 10-year anniversary coincides with major growth for the business following its acquisition by Asahi Beverages in 2024.
Consumer Takeaway
The vodka is designed to work both neat and in classic cocktails, including the Espresso Martini, with Never Never sharing its own recipes for a Signature Vodka Martini and an Espresso Martini to mark the milestone.
Source: Read the original article
