Michael Clarke partners with Western Sydney Distillery

Michael Clarke has partnered with Australian Boutique Spirits (ABS).

The announcement:

Australian cricket legend, Michael Clarke, has announced a partnership with Australian Boutique Spirits (ABS), a family-owned distillery that develops, manufactures and exports a collection of Australian made spirits, joining the company as an equity investor and ambassador for the ABS direct-to-consumer platform, Bevmart.

Launching in June this year, Bevmart is the exclusive online marketplace for the ABS spirits, liqueurs and ready-to-drink categories, in addition to holding private distribution deals with renowned global brands, such as rapper Drake’s Virginia Black Whisky and Mod Selection champagne.

A sentiment to the rapid growth and channel expansion facilitated by ABS in a time where small business was in freefall, the commercial partnership with Michael Clarke was conceived from a shared passion in great Australian product, investment in technology and delivering a solution based on convenience and premiumisation.

“I’ve always wanted to partner with a liquor brand that shared my values, so the decision to invest in ABS and commence my ambassadorship role with Bevmart was a natural fit, not only professionally – but personally too. Growing up in Liverpool, I’ve always had a connection to Western Sydney, so I’m extremely proud to represent this community in sharing our outstanding brands and products with the country. It’s never been a more important time to support the Australian economy after the crippling effects of COVID-19, and now I can do something about it,” said Michael Clarke.

The partnership will complement ABS’ current pre-IPO capital raise which is on track to raise $10 million in capital from leading Australian and international private equity and select high-net-worth investors. Post the raise, ABS is commencing work to pursue a listing on the ASX early next year. At time of lising, ABS will be the only profitable liquor company entering a space that is currently dominated by loss-making spirits businesses.

Given the strong demand for ABS spirits, the company will uniquely bypass the traditional and heavily intermediated distribution route and instead sell products through a Direct-To-Consumer (DTC) model through its company owned DTC distribution platform, Bevmart. This will facilitate a more intimate, direct relationship with ABS customers which will facilitate both faster delivery and a superior customer experience.

ABS was founded by Raj Beri, a serial entrepreneur in the spirits industry. Raj is the founder of Elegance Brands, a leading US DTC beverage business which has raised in excess of $30 million in capital in 2020, along with Europa Group, CannHealth Group and others. Raj’s experience in the beverage industry is backed by a track record of bringing authentic, innovative and exciting products to markets both in Australia and the US, almost exclusively through a DTC model.

Source: HHPR media release


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