The world’s number one ultra-premium Kentucky Straight Bourbon – Angel’s Envy – has celebrated its official launch in Australia, with distiller Owen Martin touring the country to meet with whiskey lovers.

The launch marks a significant milestone as Bacardi-Martini Australia’s (BMA) first large-scale whisk(e)y introduction in Australia and represents a key part of its long-term strategy to expand its whisk(e)y portfolio.

Martin (above) has been hosting a series of ‘Meet the Maker’ events with whiskey lovers and industry professionals nationwide, providing a unique opportunity for the trade to delve into Angel’s Envy’s commitment to honouring traditional whiskey craftsmanship while embracing progress through innovative finishing techniques.

Martin said: “Since joining Angel’s Envy in 2022, I have eagerly anticipated the chance to visit Australia. I am thrilled to introduce myself and Angel’s Envy to whiskey enthusiasts here, and I look forward to exploring Australia’s vibrant cocktail culture and iconic whisk(e)y venues.”

The distiller has fond memories of Australia, as he attended Newcastle University for a semester in 2010.

“I did a bit of travelling then; headed to Gold Coast, Brisbane and Perth, but never made it to Melbourne so it’s
been one of the highlights of this trip,” he said.

“I knew it was very hipster and craft focused so it was wonderful to kick off the trip at Goodwater, a bourbon focused bar which is owned by ex Angel’s Envy Ambassador Nate White. It’s truly a privilege to come back and bring Angels Envy to
bourbon loving Australians.”

Martin said Australia was important to Angel’s Envy, due to it having a very mature bourbon market, which is the country’s second biggest category after vodka.

“This is driven by Australia’s vibrant bar and cocktail scene which has innovation at the forefront of cocktail menus, which is very similar to how we at Angel’s Envy approach making bourbon – revere tradition, embrace progress,” he said.

“As you would expect, overall North America is a big focus and market, as that’s the heartland of bourbon. We also did relaunches in different European markets last year but Australia truly is the big focus for this year and I think for the next few years coming up; to see where the Australian consumers’ heads are at.”

One of the stand-out characteristics of Angel’s Envy is that it is finished in port wine barrels. Martin said this approach was considered to be quite radical when it was first introduced by the distillery and has only recently gained broader acceptance.

“It’s a new concept but shares similarities with traditional practices in Scotch,” he said. “When finishing our bourbon in port wine barrels, we aim for subtlety rather than a dominant port flavour. We treat the barrels like a wet sponge, ensuring they don’t impart too much sweetness. By filling the barrels multiple times, we achieve a consistent blend and a gentle infusion of
flavours, much like steeping tea.”

Successful initial launch in bars

The consumer launch of Angel’s Envy follows a successful on-premise launch in 2020.

Angel’s Envy has since garnered a strong following among bartenders as it is so versatile and approachable. Martin said “there’s no wrong way to enjoy it, which aligns with the creativity and flexibility that bartenders appreciate”.

Among the Meet The Maker events held to celebrate the consumer launch was a cocktail party at Hinchcliff House in Sydney, attended by Bacardi-Martini Managing Director for Australia and New Zealand Luiz Schmidt (below, centre).

Schmidt said: “Angel’s Envy’s success in the US, coupled with Australia’s rapidly growing thirst for premium whiskey and the dynamic spirits market here, makes this the perfect time to propel Angel’s Envy into the spotlight. Since joining the Bacardi-Martini family in 2015, Angel’s Envy has been poised for this moment. We’re eager to elevate the super-premium American whiskey category in Australia and further strengthen our dark spirits portfolio.”

The launch is additionally supported by the recent appointment of Kayla Grigoriou as Angel’s Envy Whiskey Specialist.

Angel’s Envy Kentucky Straight Bourbon, finished in Port Wine Barrels, will now be available in a larger 750ml bottle for an RRP of $100. It will be distributed nationally through Dan Murphy’s, First Choice, premium independent retailers and select on-premise venues.

Distiller in the spotlight at American Whiskey Show

During his visit Martin attended The Whisky List’s American Whiskey Show at Sydney’s Overseas Passenger Terminal on 24 August 2024.

The event attracted 800 whiskey enthusiasts over two sessions, with Martin hosting six intimate masterclasses that included exclusive releases not yet available in Australia. 

“There is growing demand among Australian fans of bourbons to try something unique,” said The Whisky List co-founder Oliver Maruda.

“Angel’s Envy achieves this with their finishing techniques, that extra time maturing in port barrels gives their bourbons and ryes that extra depth of flavour that people are seeking and enjoying at the moment.”

“It’s always special when a master distiller visits Australia to pour whiskey at the stand and engage directly with consumers. For brands like Angel’s Envy who understand this, the investment in flying Master Distiller Owen Martin to hold masterclasses at the American Whiskey Show in Sydney last weekend paid dividends as hundreds of bourbon lovers now connect their first experience with trying Angel’s Envy whiskey with meeting an industry leader.

“The Angel’s Envy Masterclass had Martin taking guests through a special five whiskey tasting, including tasting new products not yet available in the market and offered bottle signing opportunities, while taking small groups through the brand story and history.

“We also witnessed an increase in social media activity, focused around Martin’s masterclasses, enhancing eyeballs for the brand across the weekend and following days since. We have for years encouraged all brands to take advantage of The Whisky Show platform and its incredible reach in reaching whiskey drinkers one-on-one like Angel’s Envy has.”