Fast-growing Australian spirits company Four Pillars Gin claims to make the “world’s most delicious and awarded range of craft gins”. It pays homage to its homeland as the “most delicious, diverse and creative place on earth”, and underlines the role that the country, and its nature, has played in Four Pillars’ rapid success.
It has quickly developed into one of the world’s benchmark distilleries and a leading light in the Australian gin revolution. |
Four Pillars Gin describes its success as a “crazy ride” and it is this journey which the company aims to share as a Silver Partner (#Virtual Stand WS-S15) at the inaugural Moodie Davitt Virtual Travel Retail Expo.
According to Four Pillars Gin Regional Trade & Global Travel Retail Director Mark Lawton, the company’s major focus at the Expo is to support its global partners.
“We [the travel retail channel] need to focus on what we are good at, and that’s offering our customers a better experience than they get in the domestic markets”
“It’s obviously an incredibly difficult time for our industry globally,” he said.
“However, we know that shoppers still want to have a fun and engaging experience when they are travelling. We [the travel retail channel] need to focus on what we are good at, and that’s offering our customers a better experience than they get in the domestic markets.”
Four Pillars is quick to underline the importance of innovation in the spirits market. The company recently launched Four Pillars Olive Leaf Gin, which, Lawton said, has been a huge success across the APAC domestic markets.
Four Pillars Gin Distiller and Co-Founder Cameron Mackenzie explains its development in the video below.
The new expression will be featured at the Expo along with what Lawton described as some “exciting plans” for 2021.
Four Pillars Gin’s product line-up includes Rare Dry Gin, Bloody Shiraz Gin, Spiced Negroni Gin, Modern Australian Gin, Navy Strength Gin and Olive Leaf Gin.
Rare Dry Gin is the company’s original, a favourite, and “simply the most delicious gin on the planet”.
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He noted Four Pillars’ steady sales across domestic markets in Asia and Europe. “We want to continue this growth in the relevant global travel retail markets such as the UK, Ireland and Singapore,” Lawton added.
As reported, Four Pillars claimed the IWSC 2019 International Gin Producer of the Year award. It is the first Australian distillery to win the award in a competition which attracted more than 300 entries worldwide and is regarded by many as the “Oscars” of the international drinks industry.
“We will help grow value back to our business partners when this is most needed”
“We always believe in sharing our brand’s craftsmanship, which helped make Four Pillars Gin the Gin Producer of the Year and will help Four Pillars continue to stand out in the gin category.”
Olive Leaf Gin is Four Pillars’ new savoury gin, “five delicious years in the making”. It’s described as “textural, bright and perfect for a Martini or Gin & Tonic”, combining three types of cold-pressed extra virgin olive oils and olive leaf with botanicals such as rosemary and bay leaf.
Native macadamia nuts and lemon myrtle make the gin “distinctly modern Australian”. |
Four Pillars, Lawton said, believes all travel retail stakeholders need to rethink their approach to the post COVID-19 market. “We would like to see partnerships being focused back on the shopper needs, not just focused on the larger brands,” he added, underscoring the important role craft spirits will play in the future.
“We can’t afford to have a shopper walk out of a store not buying anything”
“We will help grow value back to our business partners when this is most needed,” he added.
“The challenges that niche products will face in global travel retail post COVID-19, is getting the face to face air time with our global partners.”
“Retailers,” Lawton said, “need to help grow the craft spirit brands so that they have the right range that shoppers are looking for when they travel. We can’t afford to have a shopper walk out of a store not buying anything.
“We need not be scared to work together as a craft spirits category to offer the shopper, bigger and better impactful craft spirits activations.”
As reported, brewing giant and Australian craft beer specialist Lion invested in Four Pillars gin last year, taking a 50% share of the business. A profile of the brand and interview with Stuart Gregor can be found here.
