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Overview: In a move that promises to shake up the spirits industry, Larry Emdur’s The Ben Buckler Whisky Company has appointed CEO and co-founder Kristy Bloomfield at a critical juncture in its growth plan. With four Gold medals under its belt and national distribution secured, the brand is poised for global expansion, with Bloomfield set to leverage her expertise to build an aspirational whisky brand.
The Full Story
Originally intended as a gift for Emdur’s 60th birthday party, The Ben Buckler Whisky has evolved into a major player in the Australian spirits scene. Corowa Distilling, which produces the single malt whiskey on the Murray River in New South Wales, had initially planned to only produce 60 bottles of the award-winning spirit. However, as demand grew and recognition piled up – including four Gold medals at leading global competitions – The Ben Buckler Whisky Company expanded its production plans exponentially.
Now under Bloomfield’s leadership, the company is poised for a major growth phase both domestically and internationally. According to Emdur, who co-founded the brand alongside Bloomfield, it was an “exceptional operator with a phenomenal track record” in global brands that he sought out as CEO. With her experience at leading companies such as Sullivans Cove Distillery and Lyre’s Spirit Co – where she helped transform the zero-alcohol spirits brand into number one globally – Emdur believes Bloomfield has just what it takes to propel The Ben Buckler Whisky forward.
Production & Profile
The Ben Buckler Single Malt Whisky is produced by Corowa Distilling on the New South Wales side of the Murray River, where two Gold medals were won at leading global spirits competitions. In terms of production specifications, The Ben Buckler comes in 50ml and 200ml formats alongside a larger 700ml bottle offering.
At first glance it appears to be an unassuming entry into an increasingly competitive market; however the award-winning spirit has secured national distribution through Paramount Liquor and ALM Connect. Moreover, premium placements across major venues such as Heinemann Duty Free have also been secured for The Ben Buckler Whisky, with initial allocations selling out rapidly.
Brand & Industry History
The brand’s name is inspired by the iconic Bondi headland in Sydney and leans into “subcultures of coastal lifestyle living.” This inspiration stems from Emdur’s lifelong love for Australia’s coastlines. Having co-founded The Ben Buckler Whisky alongside Bloomfield, Emdur now sees an expansion of his business as a chance to build on the brand platform he established.
One year after its initial production run – which started with just 60 bottles intended to celebrate Emdur’s birthday – and two years following news that had been shared about The Ben Buckler Whisky securing national distribution, Bloomfield now finds herself in charge of spearheading major growth plans for the brand. With ambitions set on building “Australia’s most aspirational whisky brand,” she will be expanding its range with more premium expressions as well as new gifting options.
What This Means
Bloomfield believes her approach to global branding, centered around consumer and market understanding – coupled with the recognition of a clear identity tied to Australian culture and lifestyle ideals – holds significant potential for The Ben Buckler Whisky brand. With this strategy in place, it’s possible that we’ll see more premium RTD options emerge from Corowa Distilling under her leadership.
However, not everyone is as optimistic about the industry outlook; with pressures facing Australian distilleries looking to expand their presence domestically and internationally weighing heavily on growth prospects. For The Ben Buckler Whisky Company, Bloomfield’s appointment seems like a timely move – potentially bolstering market share in an increasingly competitive spirits landscape.
Consumer Takeaway
In the ever-evolving world of Australian whisky, one thing is certain: with Kristy Bloomfield at the helm of The Ben Buckler Whisky Company and its ambitious growth plans underway, this award-winning single malt has a strong chance to cement its status as an industry leader. Whether you’re looking for premium spirits or something more affordable – depending on your budget and tastes – there’s certainly no shortage of options in the Australian market today.
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