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Melbourne-based producer High Shelf Worldwide (TSI) is planning to construct a distillery to provide Australian agave spirits and has employed the previous president of LVMH’s Volcan De Mi Tierra Tequila to guide the brand new challenge.
TSI’s Australian Agave Venture seeks to determine a class for Australian agave spirits, which has been greater than 10 years within the making.
The corporate owns a 430-hectare farm in north Queensland, Australia, which is at the moment house to greater than 50,000 blue agave vegetation. It has the capability to develop as much as a million agave vegetation.
TSI stated that when the farm is absolutely planted, it might change into one of many high 25 agave spirits producers on the earth, and the most important outdoors of Mexico.
Moreover, TSI stated the agave is acclimated to Australia, specifically Queensland’s dry tropical area, offering best circumstances for rising the plant.
The agency believes it has the potential to change into a AU$100m annual enterprise.
TSI is planning to construct a distillery on the farm powered by hydrogen and photo voltaic expertise, together with a customer centre. Full-scale manufacturing on the farm is because of begin in mid-2023.
New appointment
Moreover, TSI has employed Trent Fraser as president to guide the corporate’s agave challenge and international enlargement. He has greater than 20 years of expertise in wine and spirits.
Fraser labored for 13 years at LVMH, the place he helped construct and launch Volcan De Mi Tierra over a six-year interval. Fraser was behind the technique, branding, path to market, gross sales and advertising and marketing for the model, as properly serving to to determine the farming, harvesting and distillation aspect of the Tequila enterprise.
TSI CEO Drew Fairchild stated: “Trent’s observe file of success at LVMH speaks for itself. He’s the proper individual to information and form the event of our Australian agave alternative.
“We couldn’t have discovered a extra well-credentialled, internationally-recognised Australian within the spirits world to assist TSI realise its ambition to change into Australia’s first globally related multi-branded spirits firm.
“We’re thrilled he shares our imaginative and prescient and keenness to create not solely Australia’s first agave spirit of worldwide relevance, but additionally to assist information our spirits portfolio’s entry into markets all over the world.”
Fraser, who’s at the moment based mostly in Portugal, will be a part of TSI in September remotely. Initially from Adelaide, Fraser will return to Australia for the position as soon as Covid-19 restrictions are lifted.
Fraser stated: “I’m a really proud Aussie and the chance to return house to guide one thing so groundbreaking is undeniably the principle driving motivation, as is the rule-breaking, hungry and pioneering angle of the TSI workforce. I’m honoured to be a part of this superb workforce and firm.
“Earlier than accepting this position and main life change, I clearly wanted to check and trial if this idea may work. The workforce despatched to me a few of its early experimental liquid and I used to be instantly impressed. A surprising agave liquid profile that has been rigorously nurtured to flourish outdoors of its native Mexico would be the subsequent chapter in agave’s future.”
TSI owns Australian manufacturers Ned whisky and Grainshaker vodka. It claims to have the most important devoted whisky distillery within the nation.
Final yr, SB explored alternative agave spirits to see if they’ve the potential to comply with within the footsteps of Tequila and mezcal.