After some great conversations at the Australian Distillers Conference, the team at UniquePak listened closely to what brands are looking for. In response, they’ve introduced a new offer that makes custom glass packaging more accessible, especially for smaller and growing producers.

UniquePak has lowered the minimum order quantity to just 10,000 units for a 700ml bottle and reduced tooling costs. This gives smaller and mid-sized brands the chance to create their own custom packaging without needing to commit to massive volumes. For many, this is the kind of flexibility that’s been missing in the market.

Custom packaging is a powerful way for brands to stand out, but the cost and scale have often made it hard to justify. UniquePak’s new approach changes that by making it more affordable and easier to get started.

But it’s not just about lower costs. UniquePak has a dedicated quality control team that ensures every bottle meets high standards. Their experienced supply chain team also helps customers manage production and logistics, making the whole process smoother and more reliable.

Adding to this momentum, UniquePak is now owned by TricorBraun, one of the largest packaging suppliers in the world. This partnership gives UniquePak access to global design, engineering, quality and supply chain resources and innovation while still offering the local personal service and flexibility that customers appreciate.

For brands looking to take their packaging to the next level without stretching their budget, this is a great opportunity. UniquePak is making custom glass packaging something that more brands can actually achieve.

To learn more, reach out to the UniquePak team at internalsales@uniquepak.com.au

CUSTOM PACKAGING

Five Australian whiskies (and four Australian Distillers members) are finalists for the World’s Best Australian Single Malt Whisky at the 2025 San Francisco World Spirits Competition (SFWSC).

SFWSC is the oldest and largest competition of its kind, setting the industry standard for excellence. Medal winners range from globally renowned distilleries to rising small-batch producers, many of whom have gained widespread recognition through the competition.

The competition is rigorous judged by an expert panel of spirits professionals, with each product tasted blind.

The Aussie top five finalists are:

Australian distillers took out 18 Double Gold medals at the SFWSC, which is the oldest and largest competition of its kind, setting the industry standard for excellence.

Medal winners range from globally renowned distilleries to rising small-batch producers, many of whom have gained widespread recognition through the competition.

Among the distillers that swept up a swag of Double Golds were Starward with six and Callington Mill with four.

Callington Mill Distillery Founder John Ibrahim said: “The San Francisco World Spirits Competition is a huge platform to showcase our craft. It’s one of the world’s most respected spirits competitions.

“We’re incredibly proud to see our whiskies earning recognition at a global level, particularly at a time as we’re expanding our footprint both in Australia and internationally.”

Last year, San Francisco World Spirits Competition named Starward whisky the world’s best for 2024, awarding it with the title of ‘Most Awarded International Distillery of the Year’.

“It is incredibly thrilling to have this recognition from a highly competitive global competition, across all spirit categories,” Starward founder David Vitale said.

“It is the Olympics of the international spirits industry, and our Melbourne-made whisky has taken top honour. With this recognition, it is absolutely plausible that the Australian whisky industry could be as big internationally as Japanese whisky, which would be a massive boon for our export industry.”

The Best in Class and Best in Show winners will be announced at The Tasting Alliance’s annual gala later this year.

All the Aussie Double Gold winners at 2025 SFWSC

Original article published in Drinks Digest 04 June 25. 

Entries are now open for the 2025 Sydney Royal Distilled Spirits Show

Join the Sydney Royal Distilled Spirits Show in 2025 and unlock a world of opportunities for your distillery!

Now in its second year, the Sydney Royal Distilled Spirits Show continues to drive innovation in Australia’s distilled spirits industry, under the guidance of Chair of Judges, Stuart Gregor.

What sets the Sydney Royal Distilled Spirits Show apart:

We encourage all interested Exhibitors to read the 2025 Sydney Royal Distilled Spirits Show Schedule before proceeding with the entry process.

ENTER NOW

Entries close Wednesday, 25 June 2025

Building on from our successful conference in the Gold Coast the other week, we will share various articles on the subject of building your brand and being heard in a crowded and economically challenging market over the coming months, with content from our amazing conference sponsors.

Today we share content from 'Mac and Bern Creative' with an offer for all conference attendees.

Your product’s not the problem. Your story might be.

Let’s be honest — the craft spirits space is busy. Really busy.

Great products are everywhere. New distilleries opening up all the time. The barriers to entry have dropped, and standing out is harder than it’s ever been.

So how do you cut through?

A lot of distillers come to us thinking they need a video. And they're probably right. But pretty quickly, it becomes clear - what they really need is a story. Not just any story, but one that connects. One that feels like them, reflects their values, and actually resonates with the people they’re trying to reach.

Because you can’t sell a secret. And if you’re not being seen, it doesn’t matter how good the product is.

We all probably know a few products in the market — beautifully made, thoughtful, high-quality — that just aren’t getting the traction they deserve. And at the same time, there are brands that most of us would agree are fairly middle-of-the-road… and yet they seem like they're everywhere. Scaling fast. Building huge awareness.

Why? Not because the product’s better - but because the story is working.

Because they’ve figured out how to be seen, remembered, and bought.

When we look at story, sometimes it’s not about polish - it’s about truth.

A weird detail. A rough start. A bit of grit. Something personal.

That’s the stuff people remember.

And I get it — especially as Aussies, we tend to downplay, stay humble.

“Ah, we’re just having a go/doing our thing” and avoid big noting. But the reality is, you’re probably sitting on something unique. But might not have framed it in a way that lands yet.

When we make films, we don’t start with “what do you want to say?” — we start with “why would anyone care?”

That shift in thinking — that’s the difference between content that gets scrolled past and a story that stops people in their tracks.

The final piece? Don’t just think about your audience — think like them.

You’re not creating for yourself, or your peers, or your family. You’re creating for the person who’s never heard of you and needs to understand, in seconds, what makes you worth caring about. The balancing act of preserving the brand voice for existing loyal customers and followers can be challenging, but isn't impossible.

At Mac and Bern Creative, we work with distilleries across Australia and internationally to bring their story to life in a way that actually connects. We’ve helped brands secure investment, grow export opportunities, and build loyal followings — not with gimmicks, but with honest, strategic, beautifully crafted storytelling that feels true to them.

So the next time you ask, “What should we put in a video?”, start with this:

Why do we matter to the people we’re trying to reach?

And build from there.

Christian Fitzpatrick
Mac and Bern

*** Special Offer for Australian Distillers Members ***

Secure your FREE 20 min Zoom Call strategy session for anyone who attended the 2025 conference by clicking the link below.

Every project starts with a free 20-minute brand storytelling session — to help you clarify your direction, shape your message, and explore what’s possible.

And for Australian Distillers members who didn't attend the conference, we’re also offering a special rate on the 20 min strategy call.

Furthermore, ALL Australian Distillers members receive a special rate on select production services — available for projects booked before the end of April.

If it feels like a good fit, we’ll apply it automatically.

​No promo codes. No pressure. Just a genuine thank you for connecting.

⚡ Strictly limited availability.

ACCESS THE OFFER HERE

The Australian Distillers Association’s 2025-26 Pre-Budget Submission, jointly developed with Spirits & Cocktails Australia, has now been lodged with Treasury.

This comprehensive submission outlines key recommendations to support the growth and international competitiveness of the Australian spirits industry, including:

The submission emphasises the alignment of our industry’s objectives with Federal Government priorities, such as growing manufacturing, diversifying exports, and supporting regional communities.

The proposed SEAS package includes measures that would benefit all Australian distillers, regardless of whether you are interested in exporting. These include:

For those businesses who are already exporting or wish to do so, the package would provide additional assistance, such as coordination of an Australian contingent at major global trade shows.

DOWNLOAD THE SUBMISSION

REVIEW OUR OTHER POLICY DOCUMENTS

The Albanese Government’s freeze on draught beer excise discriminates against spirits producers, drinkers and the entire distilling supply chain, the spirits industry says.

Spirits & Cocktails Australia chief executive Greg Holland said there was no policy rationale to support a freeze on draught beer alone.

“The tax on spirits is already three times higher than it is on beer. Freezing draught beer excise alone is discriminatory in every sense – it favours beer drinkers over spirit drinkers, brewers over distillers, and pubs over bars,” he said.

Holland said the Government has effectively ignored the spirits industry’s calls for sensible alcohol tax reform.

“These recommendations were supported by a bipartisan parliamentary committee in its recent report on the food and beverage manufacturing inquiry,” he said.

“Yet the Government has baulked at the alcohol tax reform it knows is desperately needed by the 700 distilleries operating across Australia, 50% of them in regional areas.”

Australian Distillers Association chief executive Paul McLeay said the Albanese Government’s favouritism of the beer sector was disappointing.

“This policy has put a dampener on last week’s announcement of a $50,000 increase to the remission,” he said.

“We’ve spent the past year advocating for the industry’s opportunities for growth, including our potential to become a $1 billion export industry within the decade.

“The Government has so far overlooked this economic opportunity, so we hope there are further policy announcements that will enable us to realise this potential.”

Australian distillers have today welcomed $50,000 in additional tax relief, announced by Prime Minister Anthony Albanese MP with the candidate for Lyons, Rebecca White MP, at Killara Distillery in Tasmania.

This much needed relief means the excise-free threshold for craft distillers and brewers will lift from $350,000 to $400,000 from 1 July 2026. Equivalent relief will be offered to winemakers through the Wine Equalisation Tax (WET) producer rebate.

President of the Tasmanian Whisky and Spirits Association and founder of Killara Distillery Kristy Lark-Booth said the additional relief comes at a time when it is needed most by Tasmania’s 77 distilleries.

“Fifty thousand dollars will provide much-needed headroom for Tasmanian whisky and spirits producers to continue investing in their businesses and laying down barrels to support the growth of the industry, both at home and abroad,” she said.

“We know that Tasmania produces some of the world’s most distinctive spirits, and there is huge scope to create a thriving export industry to rival the likes of more established distilling industries in Japan, Ireland and the USA.”

Australian Distillers Association chief executive Paul McLeay said the benefits will flow to 700 craft distillers throughout the country, half of which are in regional and rural Australia.

“Eighty-eight per cent of Australian distillers are small businesses and today’s announcement means they can continue investing in enhancing production, supporting regional employment and providing unique destinations for tourists,” he said.

“We recognise the additional funding announced today for Austrade to help the industry realise its export potential, but we know that more needs to be done.

“Research shows that with the right settings and support, Australian spirits exports can grow to be worth $1 billion in trade value within the decade.

“That’s why we’ve called on the Government to adopt our Spirits Export Accelerator Strategy to provide the necessary infrastructure to upskill distillers and protect the integrity and reputation of Australian spirits in export, ensuring the right checks and balances are in place before product leaves our shores.

“We know that with this support, we can build on the Albanese Government’s objectives of growing domestic manufacturing, diversifying exports and supporting regional communities.

“We look forward to continue working with the Prime Minister and his team to realise this potential.”

        

Australian spirits manufacturers have welcomed recommendations from a federal parliamentary inquiry that will assist in unlocking the industry’s $1 billion export potential.

The House of Representatives Standing Committee on Industry, Science and Resources tabled recommendations from its Inquiry Into Food and Beverage Manufacturing in Australia yesterday, following a referral by Minister for Industry and Science, the Hon Ed Husic MP, on 18 March, 2024.

The bipartisan committee, chaired by Labor MP Rob Mitchell, recommended the establishment of a body called Spirits Australia to improve regulation, support innovation and realise export opportunities, acknowledging the success of the Wine Australia model.

The committee further recommended that the Federal Government provide increased Austrade assistance for small and medium enterprises looking to export Australian food and beverage products to Asia.

The committee acknowledged that 40 per cent of the submissions it received came from the alcohol industry and raised concerns about the system of alcohol taxation in Australia. Due to the complexity of this issue, the committee did not draw any conclusions but recommended that a House Select Committee be formed to inquire and report into all aspects of Australia’s alcohol industry.

Australian Distillers Association chief executive Paul McLeay thanked the committee for the interest it had shown in the spirits sector and understanding its opportunities and challenges.

“These recommendations demonstrate the committee recognises our potential to follow in the footsteps of Australian wine, which has become a $2.5 billion export industry by working in partnership with the Federal Government,” he said.

“We call on the Government to adopt our Spirits Export Accelerator Strategy as the first step towards fulfilling the objectives of the Spirits Australia body.”

Spirits & Cocktails Australia chief executive Greg Holland said the industry looks forward to working with the Government to implement the report’s recommendations.

“But we must remind the Government that Spirits Australia cannot be industry funded while we are paying the world’s third highest spirits tax. There simply isn’t the headroom for an additional levy,” he said.

“Wine Australia was fully Government funded in the beginning, and it remains partly Government funded today, as the committee itself acknowledges in its report.

“Spirits Australia must be funded initially by allocating a modest amount of the $6 billion in excise our industry pays to the Government every year.”

ADI's early bird discount for the 2025 International Spirits Competition ends February 7, 2025, so you only have two weeks left to take advantage of this extra saving.

In addition, when members of the Australian Distillers Association enter their spirits and use the discount code ADA2025 they will save $100/spirit off ADI's non-member rate.

Benefits for those that enter:

ADI ISC registration closes March 7, 2025 so don't wait to enter!

Members can find all the details about our competition here:

ADI ISC competition info

or you can contact Eric Zandona, competition director, directly at the American Distilling Institute.

The Alcohol Beverages Advertising Code (ABAC) is “strongly advising” alcohol marketers to self-audit all of their brand social media accounts to ensure age restriction controls are in place.

ABAC said it will shortly be commissioning compliance monitoring of age restriction controls across alcohol and alcohol alternative Instagram, Facebook and Youtube accounts.

ABAC said that both signatory and non-signatory accounts will be audited and that a checklist with links explaining how to apply age restrictions is available on the ABAC website.

In addition ABAC said it has recently published its best practice guide for responsible alcohol sponsorship.

In a statement about the guide the ABAC Scheme Limited said: “The new guide highlights how the Code currently applies to sponsorship activity, and importantly, the new guidance for sponsorship agreements will assist the industry to proactively ensure that their decision to engage in an agreement with a particular individual, group or event is socially responsible.

“This valuable new resource will assist the industry in maintaining socially responsible marketing practices. We encourage alcohol marketers to share this resource with their sponsorship and marketing teams and incorporate it into their internal policies.

“The guide is a useful addition to ABAC’s existing range of compliance training resources, which are freely available on the ABAC website, and the ABAC pre-vetting service for checking ads before going to market.

“With the final quarter of 2024 attracting an increase in complaints, determinations and Code breaches, it is timely for alcohol marketers to revisit these resources and ensure that their staff and agencies complete the free online training course available on the ABAC website.”

In its latest quarterly report ABAC said social media posts and website images showing or directly implying alcohol consumption before or while swimming in a pool or engaging in water-based activities were the most common reason for a Code breach.

The Scheme added: “Other concerns that resulted in breaches of Code standards highlight for marketers where care is needed when developing marketing included:

ABAC continues to offer its free pre-vetting service for alcohol marketers and encourages brands across Australia to have the advertising checked before going live.

Information about the Code and the services available to alcohol marketers is available on the ABAC website.

Article by Andy Young, The Shout.