What do you get when 180 of the state’s distilleries come together? If you’re lucky – and we are – you get Vic Distilled. It’s a new platform backed by industry body Spirits Victoria, and it’s designed to get more Victorian spirits in more glasses across the state and beyond.
The aim of the game here is to connect Australian drinkers with the best of Victorian distilling – from large-scale household names to rural family-run operations. And while advocating for all 180 distilleries across the state is quite the proposition, Vic Distilled believes it’s a goal that’s achievable through its commitment to the industry.
What that looks like in real terms is media engagement, industry events, distillery visits, venue collaborations and consumer education, and the platform’s first campaign, Serves of the State is set to kick things off with a bang. From Sunday 18 January, 15 of Melbourne’s most exciting bars and restaurants (including friends of the Festival such as Tzaki, The Lincoln, Cumulus Inc and more) will serve up several exclusive craft cocktails, each putting stellar Victorian spirits in the spotlight.
Alongside Serves of the State, you’ll begin to see Vic Distilled throughout the industry, heralded by inaugural ambassador Tayla Kendall. Kendall is an accomplished spirits marketing and advocacy specialist, bringing two decades of experience to the role, and after most recently heading up the trade marketing teams at Four Pillars Gin and The Gospel she’s now made it her mission to showcase the people, their passion, and most importantly, their spirits.
Find out more about Vic Distilled at vicdistilled.com.au, and for more on their first campaign Serves of the State, follow along at @vicdistilled.