Australian whisky distillery Sullivans Cove tells Rebecca Lo about its strategy to bring its rare single casks to "ultra-high-net-worth" Asian whisky collectors and connoisseurs.
Sullivans Cove Distillery is entering its next phase of Asia-Pacific development as it builds a curated and considered growth strategy.
To preserve its rarity and appeal to collectors as one of the world's most coveted whiskies, the Hobart-based single malt distillery will collaborate with brand strategist and market expert Nimbility. Together, they plan to balance the brand's expansion while highlighting its exclusivity and provenance.
Within the priority markets of Hong Kong, mainland China, Singapore, Taiwan, South Korea, Japan and India, the focus will be engagement through luxury hotels, fine dining restaurants, private members clubs, specialist whisky establishments, prestige retailers, private aviation and super yachts.
Highly selective distribution
The approach combines highly selective distribution and direct liaison with collectors, private clients, luxury hospitality groups, and ultra-high-net-worth whisky enthusiasts throughout Asia.
Sullivans Cove catapulted to the global stage when it ...