GRAINSHAKER Hand Made Australian Vodka is set for a strong start to FY22 with a number of ranging agreements that will accelerate its penetration in on-and off-premise channels.
Following the successful national ranging of NED Australian Whisky in Q1 FY21, we are proud to be partnering again with key retailer Independent Brands Australia (IBA), which includes banner groups IGA Liquor, Cellarbrations and The Bottle-O.
GRAINSHAKER Corn Vodka 700mL has been accepted into key retail ranging in IGA Liquor in Victoria. The agreement adds approx.250 stores to GRAINSHAKER’S off-premise distribution network and follows NED Whisky’s national ranging into the IBA network in September 2020. To launch the ranging, and the brand’s new 700mL proprietary bottle, GRAINSHAKER will be featured in the IGA Liquor Victoria catalogue that will be published next Wednesday.
The GRAINSHAKER Lime & Soda ready-to-serve cans have also been accepted into key retail in both Victoria and Queensland, comprising 250 IGA Liquor stores in Victoria and 150 Cellarbrations and The Bottle-O stores in Queensland. Ranging will start in September.
Headlining the on-premise agreements is a multi-year, multi-million dollar deal with leading Melbourne hospitality operator Good Company Bar Group. The deal, which was won via tender, for both volume and first pour and will result in GRAINSHAKER being served in each of the Good Company Bar Group’s six existing venues, including any new venues added by the company to its network over the term of the deal.
Good Company Bar Group’s Nick Young said:
“We’re delighted to have found an Australian premium spirits partner in Top Shelf International, and a brand in GRAINSHAKER, that shares our ambition and has the scale to grow with us. We have some exciting expansion plans in the pipeline and look forward to working with the TSI team to bring the partnership to life.”
TSI has also signed a national ranging agreement for GRAINSHAKER and NED Australian Whisky with Signature Hospitality Group, a company with more than 30 venues nationwide, including TGI Fridays and The Sporting Globe. Both hospitality chains have a strong a footprint across Australia and will provide highly visible opportunities for in-venue activations for both NED and GRAINSHAKER throughout the year.
TSI CEO Drew Fairchild said:
“Achieving large scale distribution for GRAINSHAKER after only 7 months in market is an outstanding achievement. These agreements are testament to the hard work of our sales and marketing team and demonstrate GRAINSHAKER’S go-to-market strategy in action across key retail, restaurants, bars, nightclubs, and festivals. We look forward to working with all of our customers to maximise the opportunity and continue to build momentum at the start of FY22 following a strong end to FY21.”