Craft Spirits
Four Pillars enhances global presence and travel retail strategy under Lion ownership
Since it was founded in 2013, Four Pillars has rapidly risen to become a master spirit in the Australian gin revolution and burgeoning craft spirits sector. It was established by Stuart Gregor, Matt Jones and Cameron Mackenzie as they sought to explore the emerging craft distilling scenes in the UK and USA in the early 2010s. The brand’s subsequent success story stands out as one of most stirring tales of entrepreneurial excellence and commitment in the drinks industry.
In 2023, Australasian beverage company Lion gained full ownership of Four Pillars, just over four years after it acquired 50% of the Yarra Valley gin business. Today, the brand is exported to over 25 markets and is strengthening its presence in travel retail.
Four Pillars has secured IWSC International Gin Producer of the Year award in 2019, 2020 and 2023
In a recent interview with The Moodie Davitt Report, Four Pillars GTR & International Director David Hogan defined travel retail as a “shop window” for the brand.
He said: “We will continue to develop joint business plans with our partners and have found a happy medium between brand building and brand selling in the channel. Of course, relationships are key, and partnering with retailers for equitable growth is our focus.”
The brand is leveraging its craft spirits expertise to fulfill consumer demand, highlighting its innovative gin selection. Four Pillars’ flagship Rare Dry Gin combines Asian botanicals with Mediterranean citrus for a balanced flavour profile.
In 2022, the brand was named Australia’s first carbon-neutral gin distillery as it unveiled a A$7 million (US$5.3 million) upgrade to its Healesville headquarters
Its line-up also features the Olive Leaf Gin, infused with locally sourced olive leaves; Spiced Negroni Gin, designed for Negroni cocktails; and the Barrel Aged Gin, which is matured in oak barrels.
“Lion sees Four Pillars, and spirits in general, as a growth driver for the wider business in 2024 and beyond,” noted Hogan. “Our continued expansion internationally, supported by a strong foundation in the travel retail sector, are key to realising Lion’s expectations in spirits.”
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The Moodie Davitt eZine
Issue 337 | 11 September 2024
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