Vic Distilled has launched a new campaign, Serves of the State, coinciding with the excitement of the Australian Open.

The campaign showcases local producers in some of the state’s most beloved venues, featuring 15 venues, 45 cocktails and two flavour-packed weeks of discovery.

Vic Distilled is the new brand developed by industry body Spirits Victoria Association, created to champion Victorian spirits and distilleries to locals, Australians and international visitors.

Spirits Vic Association’s Seb Costello said: “From innovative gins and new-world whiskies to local amaros and absinthe, the breadth of Victorian craft is as impressive as the delicious creations they’ll be shaken, stirred and built into.”

Melbourne leads the charge for the new campaign, with participating venues including Cumulus Inc., Black Kite Commune, Gemini, Farmer’s Daughters, Gin Palace, Blackbird, Hotel Railway Brunswick, The Lincoln, Tzaki, Bar Ampere, Le Bar Supper Club and Bar Clara. Regional Victoria is well represented too, with Daisy in Geelong, Renard in Ballarat and the acclaimed Brae in Birregurra joining the celebration.

Each venue has been paired with three spirits from three different distilleries and given complete creative freedom to craft a trio of cocktails that hero these Victorian products. Consumers will be invited to vote for their favourite creation, ultimately revealing Victoria’s 2025 Serve of the State. 

Running from 19 January to 1 February 2026, visit www.vicdistilled.com.au for more information.

Drinks brands serve up new experiences at Australian Open