TASMANIAN DRINKS

A premium reputation

Brydie Allen discovers why the Tasmanian drinks industry is more than deserving of its sterling status.

When you think about Tasmania, what comes to mind? If you’re in the Australian liquor industry, no doubt you’re reminded of our southernmost state’s reputation for premium drinks across several categories.

This premium reputation is also being recognised more and more amongst consumers, especially as tourists travel from the mainland to explore Tasmania for themselves, falling in love with the drinks, their producers and their stories, and developing an understanding of the potential of the state’s liquor industry.

The Apple Isle

Tasmania has long been revered for its apples, marketing itself for many years as the ‘Apple Isle.’ Ben Cook, National Sales Manager at Willie Smith’s Tasmanian Cider, said this old title has extended into the industry’s more modern reputation, as “apples and Tasmania are synonymous.”

“Willie’s builds upon the reputation of Tasmanian products, made from organic apples, some of the freshest water in the world and the cleanest measured air in the world – clean and pure is what we are known for in Tassie,” Cook continued.

Frank’s Cider

This purity, along with Tasmania’s deep and rich soils and unique climate, make for great and unique growing conditions that continue to maintain the state’s level of high quality cider, according to Naomie Clark-Port of Frank’s Cider.

“The fruit used to create Tasmanian ciders enjoys a very long growing season. The cool nights and long mild days in our valleys allow intense flavours to develop,” Clark-Port said.

“It is hard work, battling the colder seasons, and the high cost of freight to the mainland, but I think customers are willing to pay a little extra for premium products from the ‘Apple Isle.’ Tasmanian craft cider is just that, crafted rather than tipped from a drum of imported concentrate.”

Craigieknowe Vineyard.

Credit: Puddlehub

Despite its long and storied heritage, Tasmania’s cider sector is also recognised as an innovative market leader. For example, Willie Smith’s was the first certified organic cidery in Australia, a move that was considered radical and a bit risky at the time.

Cook added: “Part of our philosophy is working with mother nature and trusting that in return we’ll get the tastiest apples around, making for amazing cider.”

Small but powerful wine sector

Compared to other Australian wine regions, Tasmanian wine has a small piece of the pie by volume, accounting for under two per cent of the national crush according to Anthony De Amicis, Assistant Winemaker for Brown Family Wine Group’s Tasmanian portfolio which includes Devil’s Corner, Pirie and Tamar Ridge labels.

Brand Manager, Marcel D’Angelo, added: “We are a small island so volume will always be limited.”

But Sheralee Davies, CEO of Wine Tasmania, said this is actually helping drive the appeal of Tasmanian wine, noting: “We’re seeing continuing strong demand for Tasmanian wine…The reputation, recognition of its outstanding quality, uniqueness and scarcity has been steadily growing over many years.”

Tasmania is probably best known for its Pinot Noir, the state’s most grown red varietal, and also sparkling, being the home of Ed Carr’s iconic House of Arras brand. The popularity of other varietals is also growing too, often through smaller boutique brands.

Devil’s Corner.

Credit: Lisa Kuilenburg

Glenn Travers, who heads up Craigie Knowe Vineyard, the oldest vineyard on the east coast of Tasmania, said tourists are falling in love with the state’s wine via their travels to such boutique wineries. Travers is a curator for a festival designed to help both local and national visitors explore in this way, called Great Eastern Wine Week. Taking place in September, the event showcases the wines, vineyards and experiences of the east coast outside of the more well-known areas of the state around Tamar Valley and Coal River Valley.

Like all producers in the region, Travers sees the future as bright for Tasmanian wine, especially with the success of events like Great Eastern Wine Week, and says: “Watch this space!”

Davies added: “Our producers have strong demand for their wines, which means they will be looking for the most profitable and reliable markets and channels and to support their existing customers. If you want Tasmanian wine, get your skates on!”

The southerly spirit

In a time when Australia’s spirit industry is deservedly receiving more time in the spotlight, it’s hard to look past the power of Tasmania. While many spirits are produced in the state, the whisky sector has become particularly acclaimed since Bill Lark (AKA the ‘Godfather of Australian whisky), battled antiquated distilling laws to establish the first distillery in the country to produce single malt whisky in 154 years. That was in 1992, meaning the Australian whisky story is celebrating 30 years in 2022.

Kit Wilkinson, Channel and Brand Development Manager at Hellyers Road Distillery, said: “The modern Australian whisky story is still a relatively young one. Reborn in Tasmania only 30 years ago, whisky production in this country is intrinsically interwoven with this beautifully suited island state.”

Tasmania’s enduring reputation of purity extends into its spirit industry. For Wilkinson, this means that Hellyers Road (which is celebrating its 25th anniversary), as well as the wider spirits industry, definitely earns its premium price tags.

“Our connection to the most pristine environment in Tasmania is inherent in everything we craft,” Wilkinson said.

David Debattista, BDM and Marketing Lead at Launceston Distillery, said the ability of the Tasmanian spirit industry to utilise local ingredients makes the liquid truly unique.

“For Tasmania, as opposed to the mainland, everything we need is right at our fingertips. So our product truly is reflective of the nature that surrounds us – it is the definition of using local ingredients by local people made in our little local economy. There’s no denying that there’s great whisky made on the mainland, but you have to go much further to create it,” Debattista said.

“One of the signature things that people talk about with Tasmanian whisky when it comes to the liquid itself is its oily nature, and that comes down the barley we use that is grown in Tasmania and is actually a brewers’ barley… whereas if you have a whisky from Scotland, it’s grown with distillers’ barley which gives a very different texture to the spirit.”

On this point, Oliver Maruda, Cofounder at The Whisky List, which has just taken on distribution of Hobart Whisky, adds: “Tasmania is all about its people and their amazing produce, some of the best in the world. Tasmanian whisky reflects this in abundance. Genuine, passionate about their craft and their island, and full of natural goodness, being amazing water sources and barely at their fingertips.

“Demand for Tasmanian whisky has never been higher… thanks to many of the original distilleries, including Lark Distillery, SullivansCove, Overeem Whisky and Hellyers Road for paving the way, Tasmania now has over50 distilleries producing some of the highest quality whiskies in the world.”

There has been significant investment in the future potential of Tasmanian whisky. Earlier this year, former Diageo boss, Tim Salt; distiller John Slattery; and creator of Buckley’sRye Whisky, Hugh Roxburgh, announced they had teamed up to revolutionize the state’s contract distilling industry with Greenbanks Distilling Co.

This joins a range of other new distillery ventures and expansions in recent years, including Spirit Thief, which is now nationally distributing its premium range via Swift and Moore, has received a range of international accolades, and is planning to launch its own distillery space soon.

Like the other categories, Tasmanian distillers see great opportunity in the future of the state’s spirit sector. As tourists visit the region to learn about and fall in love with the state’s drinks, the industry also encourages liquor retailers to do this if possible – experiencing everything yourself is the clearest way to see why Tasmanian drinks more than deserve their place on the bottle shop shelf.

Summer the Tasmanian way

Willie Smith’s summer seasonal release showcases the power of Tasmanian cider in the wider market right now, with its first two releases exceeding expectations and rapidly selling out.

Starring the heritage apple variety Sturmer Pippin, Willie Smith’s Sour Apple Cider is made from 100per cent Tasmanian apples. Crafted show just how racy, acidic and refreshing cider can be, every mouthful of this cider is a tropical fruit salad, with zesty lip-puckering goodness. There is limited supply of this summer favourite - order now from Willie Smith’s to secure yours.

The craft beer scene

Recognition for Tasmanian beer may largely come from the two iconic large scale breweries – Cascade and James Boag’s – but it also has a burgeoning craft scene.

Dave Macgill, Co-founder of Deep South Brewing Co., said this is driven both by the power of Tasmania as a brand, but also by its unique ingredients.

“We are lucky our water is ‘soft’ down here, so we can have very minimal input into the water chemistry… were also one of the few places in Australia that grows hops,” Macgill said.

“There’s a lot of history and tradition around making beer down here. With the craft beer movement, we saw a lot of small brands swallowed up by the bigger ones, but now we’re seeing it concertina out the other way, where people are supporting hyper-localised smaller breweries.”