Grainshaker Australian OpenBusiness

Top Shelf sales up 159% following Grainshaker launch

Melbourne’s Top Shelf International has reported FY21 first half revenue of $7.3 million, an increase of $4.5 million or 159% on the prior comparative period.

Highlights for the period included the company’s flagship NED Whisky achieving national ranging with Independent Brands Australia (IBA) from September 2020, including increased distribution throughout Thirsty Camel WA and Thirsty Camel VIC Superstores; the NED Whisky inventory growing to approximately 950,000 litres; the launch of Grainshaker Vodka in October, which is now available at more than 200 on-premise venues; and the acquisition of the Eden Lassie agave farm in Far North Queensland, which increases the company’s total number of plants to 409,000 as it seeks to launch an Australian agave spirit under the brand name Ozcal.

Top Shelf’s leadership team also grew during the period, with the appointment of Ben Kennare as Chief Financial Officer, former Lion Dairy & Drinks executive Ryan Buckle as Marketing Director, and ex-Treasury Wine Estates executive Ben Kutcher as head of Sales – Major Accounts.

Top Shelf’s Chief Executive Officer Drew Fairchild said: “Top Shelf is focused on executing our growth plans in the
second half of FY21 including accelerating the market penetration of our portfolio of distinctive Australian spirits brands with major brand initiatives for NED Whisky with the Kelly Grove Racing team in the Australian Supercars Championship and the Australian Open and Welcome to Thornbury customer experience for Grainshaker Vodka.”

The Australian Open joined forces Grainshaker earlier this month as its Official Vodka in a multi-year partnership.

Fairchild said: “The Australian Open is recognised around the world for the quality of its customer-focused experience and we’re thrilled to join an event of this international standing in our own backyard.

“We are bringing Grainshaker to life with a sense of fun and excitement. Grainshaker is a premium Australian Vodka that takes the best of local produce and process – the unique character of Australian grains combined with TSI’s distilling expertise and an Australian attitude – to create a range of premium, hand-crafted, health conscious vodka products that are inclusive, fun and fit perfectly into the Australian way of life. From the silo to the serve, it’s vodka the Australian way.”

Fairchild added that the company was continuing to build out of the NED Whisky and Grainshaker Vodka brand and product portfolios including release of the NED super premium limited addition series and the range extension of
Grainshaker Vodka RTD products. Grainshaker RTDs will roll out into the ALM network from March 1.

Grainshaker Vodka sold 50% more litres of vodka than four other prominent Australian vodkas combined from launch to end of January 2021. The company said the brand is already achieving similar monthly revenue results to NED Whisky.

Top Shelf is also scaling its e-presence on Amazon Launchpad.

Third party contract packaging services were fully operational in FY21 1H after being commissioned in October
2019 and continued to build a portfolio of national and boutique beverage customers.

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Categories: Business