Asia to have a sip of Tasmania's finest drams

Nine Tasmanian distillers will be travelling to Hong Kong to showcase the state’s whisky industry as it tries to break into the Asian market.

Greenbanks Tasmanian Whisky Co., Hellyers Road Distillery, Lawrenny Estate Distilling, McHenry Tasmania, Old Kempton Distillery, Sanyou, Sullivans Cove, Spring Bay Distillery, and Turner Stillhouse will be taking part in the Hong Kong International Wine and Spirits Fair – which runs from October 30 to November 15.

Hellyers Road Distillery CEO and managing director Derek Charge said that his company had been exporting to Europe for more than 15 years but had yet to crack the Chinese market.

“Tasmania’s whisky industry is incredibly diverse, but it’s still very small on a global scale,” Mr Charge said.

“The opportunity to get into a market that has the depth of China - particularly the demand for higher priced and premium products that Tasmanian single malt can offer – could see the Tasmanian whisky industry rivalling the Australian wine industry.”

Mr Charge said there was an appetite for Tasmanian Whiskies in China and across Asia.

“If you look at the 20-year growth of Japan, which was originally the new source of interesting global whisky, Tasmania has a similar opportunity.

“And without the multinationals, but a homegrown base of extraordinary whiskies, people will flock to our products in export markets.

“But we need to get the settings right to enable the industry to grow and fill those markets.”

Tasmanian Whisky & Spirits Association President Kristy Lark-Booth said with around 80 distilleries, her industry played a huge role in the state’s economy.

“There’s a range of things that make Tasmanian whisky so premium,” Ms Lark-Booth said.

“We have the perfect climate here; we’ve got the beautiful, clean air; amazing, clean water; and we grow fantastic barley.

“The people making our products here are so passionate about what they create and that really comes through in the product.”

Ms Lark-Booth said the Hong Kong International Wine and Spirits Fair was a massive opportunity for Tasmanian distillers.

“They’ll be in front of so many people from all around Asia and showcase what they’re doing at a huge event.

“I’m so excited for the people going over and it’s going to be an amazing experience.”

While only representing less than 10 per cent of Tasmania’s distillers, Ms Lark-Booth said she hoped the companies representing the state at the fair would provide a gateway to the rest of the whisky industry.

“Not only will they get to showcase what they have, but they open the doors for people to try other Tasmanian whiskies – whether it’s through online sales or they come here to Tasmania to experience our amazing hospitality, climate and production.”

Trade Minister Guy Barnett said the opportunity for distillers to head to Hong Kong was made possible through the Australia China Business Council (ACBC) Tasmania, with support from the state government.

“The initiative is a strategic push to grow exports, build brand awareness and position Tasmania as a premium destination for craft spirits,” Mr Barnett said.

“This is about telling Tasmania’s story to the world- our innovation, our authenticity, and the exceptional quality of our spirits.

“We’re proud to help support ACBA’s delegation of distillers as they take their products to one of the most influential trade events in Asia.” 

ACBC Tasmania chief executive David Morris said the world was beginning to take notice of the state’s whisky industry.

“That’s why we’re taking the artisans who make these outstanding products to Hong Kong, to introduce them to buyers and distributors and to raise awareness of Tasmania and its unique offerings,” Mr Morris said.

“Hong Kong has long been a highly strategic gateway to Asian markets and it will continue to be.

“Our vision is to see Tasmanian spirits on the top shelf of every bar in Hong Kong and across the booming cities of Asia.”