A new platform developed by industry body Spirits Victoria Association, Vic Distilled, has officially launched to champion Victorian spirits and distilleries.

The initiative has gone live with a website, Instagram and ambassador. Through its channels and activations it will connect Australian drinkers with the best of Victorian distilling.

Representing every distillery in the state, more than 180 makers ranging from large, nationally recognised producers to small family-run operations in both city laneways and rural towns, Vic Distilled becomes Australia’s first state-led spirits marketing body.

Its mission is to encourage Victorians to drink Victorian, inspire state visitors to explore local distilleries and cellar doors, motivate venues to champion Victorian spirits behind the bar and cement Victoria as the best place in Australia to build and invest in a spirits business.

Although Victoria’s distilling history runs deep, the current boom is strikingly young: more than half of all distilleries have launched since 2020, and only a handful have operated for more than a decade.

Collectively, these makers contribute $2.98 billion to the Victorian economy, support over 23,000 full-time jobs, welcome 230,000 visitors annually, and deliver $41 million in exports.

Tayla Kendall has been appointed as Vic Distilled’s inaugural Ambassador. She brings two decades of experience across hospitality, sales, brand building and bartender education. Kendall;s career spans roles with Brookie’s Gin, SouthTrade International, Vanguard Luxury Brands and, most recently, the trade marketing teams behind Four Pillars Gin and The Gospel Rye Whiskey.

“There are no two distilleries alike. Victoria’s distilling landscape is rich with unique terroir, progressive innovation and sincere dedication to craft,” Kendall said.

“Opting to drink local means more than just supporting Victorian spirits – it’s the discovery of stories, places and flavours that can truly only be found here.”