SouthTrade International has become Sazerac AUNZ as the spirits distributor moves to unify its business under a single global entity.

SouthTrade International was founded in 2002 and acquired by Saazerac in 2016. Its brands include Buffalo Trace, Fireball, and Southern Comfort.

The renaming follows the UK and Irish arms of the business, previously known as Hi-Spirits UK and Hi-Spirits Ireland, being rebranded as Sazerac UK and Sazerac Ireland in 2023.

“Sazerac continues to focus on globalizing our brands by bringing the rich heritage of our various homeplaces sites and products into a global identity,” said Sazerac President and CEO Jake Wenz.

“Having Sazerac AUNZ, formerly SouthTrade International, unify under the Sazerac name is another important step for us on this journey.”

General Manager of Sazerac AUNZ Fraser Lockwood said: “We have many exciting plans in the works to keep the expansion going, which will enable us to unlock new milestones in our growth both now and in the future.

“With the dedication of our incredible team and the support of our valued customer partners, we continue to strengthen and elevate our presence in Australia.”

Ray Noble steps down

Southtrade International’s former Managing Director Ray Noble, who last year took up a new role with Sazerac of Managing Director North Asia, Southeast Asia and Greater China, has announced he is leaving the business.

“After a lot of reflection and conversation with my family it was clear now was the time to prioritise myself and family/friends over my career,” he said.

“The last eight and a half years at Sazerac have been the most challenging yet rewarding of my 30+ year career in this brilliant industry and I will forever remain a loyal fan.

“I always say the liquor industry is a lifestyle not a job and I still pinch myself at the many opportunities I have been privileged to lead in Australia and New Zealand. I want to personally thank all the amazing people – many of whom I still call friends – I was fortunate to work with and learn from. I am extremely proud of the many great things we achieved together.”

Noble plans to take a six-month break before returning to the drinks industry, where he intends to focus his extensive experience on brand-building and consulting opportunities, particularly with start-ups.

Hard FIZZ goes national with SouthTrade