The Sabre and The Cutlass, quickly becoming the gin drinker’s favoured companion

In the first months of 2014, The West Winds Gin by The Tailor Made Spirits Company is rapidly becoming the flavour of the year for judges, critics, premises, distributors and most importantly drinkers.

Handcrafted in small batches and distilled using triple-filtered pristine Margaret River water and a blend of native Australian botanicals, both “The Sabre” and “The Cutlass” gins have these unique attributes as the foundation.  This unique character has contributed to the drinks’ growing number of worldwide accolades.

The Cutlass – Champion Gin

Following on from their multiple awards in San Francisco and London, The Cutlass was awarded Champion Gin Gold winner at the inaugural Australian Distilled Spirits & Liqueurs Awards.  The Cutlass, the company’s super-premium gin, is gaining steam worldwide.

Company’s CEO and Chief Distiller, Paul White said “This is another great result for our work.  It proves again we are creating gins that people enjoy and want to drink.” Not to be ignored, The Sabre claimed the Silver medal position, locking up both top spots in the awards for Australian distillers.

The Australian Go-to Gin

Total sales since launch have exceeded 45,000 bottles and growing month-on-month.  The West Winds Gins are now served by more than 900 bars, nightclubs and restaurants in all states of Australia.  Mr White talks about this approach as part of its national sales strategy. “We have found that bartenders and restaurant owners have been ambassadors of West Winds because it is a premium Australian-made product they trust and want to be associated with.  This in turn drives sales in the off-premise trade.”

Since launching with Dan Murphy’s at the turn of the year 4,000 bottles have been sold in 200 stores.  The company has a National Sales Manager in place overseeing the network that the Company’s existing business development team is reaching into.

Global Reach

The domestic market represents a small part of the wider global story.  International distribution is crucial to the company’s long term aims.  “Gin is a $5 billion market worldwide with over 45 million cases consumed worldwide.  With no dominant premium gins with a global footprint we can occupy this space with strategic growth in key territories.”

West Winds gins have been exported to New Zealand for over a year and have started exporting to Canada and Singapore. The first orders from Europe – 3,000 bottles from La Maison De Whisky – highlighting the demand for the multi-award winners.

Fulfilling the Strategic Growth plan

“Every indicator demonstrates we are on target to reach our sales and growth benchmarks.  The aim is to have a compelling brand with recognition worldwide that’s also profitable.  The international alcohol companies are continually looking for premium brands to add to their stable to keep hold of their market share.”

Famous exponents of Gin like Winston Churchill favoured the magic tonic for its medicinal qualities. Today, a growing number of drinkers and experts worldwide have the sophisticated West Winds gins as their go-to brand.