Australian cricket legend, Michael Clarke, has announced a partnership with Australian Boutique Spirits (ABS), a family-owned distillery that develops, manufactures and exports a collection of Australian made spirits.
Clarke joins the company as an equity investor and ambassador for the ABS direct-to-consumer platform, Bevmart.
Launching in June this year, Bevmart is the exclusive online marketplace for the ABS spirits, liqueurs and ready-to-drink categories, in addition to holding private distribution deals with renowned global brands, such as rapper Drake’s Virginia Black Whisky and Mod Selection champagne.
A sentiment to the rapid growth and channel expansion facilitated by ABS in a time where small business was in freefall, the commercial partnership with Michael Clarke was conceived from a shared passion for great Australian products, investment in technology and delivering a solution based on convenience and premiumisation.
Michael Clarke said: “I’ve always wanted to partner with a liquor brand that shared my values, so the decision to invest in ABS and commence my ambassadorship role with Bevmart was a natural fit, not only professionally – but personally too.
“Growing up in Liverpool, I’ve always had a connection to Western Sydney, so I’m extremely proud to represent this community in sharing our outstanding brands and products with the country. It’s never been a more important time to support the Australian economy after the crippling effects of COVID-19, and now I can do something about it.”
The partnership will complement ABS’ current pre-IPO capital raise which is on track to raise $10 million in capital from leading Australian and international private equity and select high-net-worth investors. Post the raise, ABS is commencing work to pursue a listing on the ASX early next year. At the time of listing, ABS will be the only profitable liquor company entering a space that is currently dominated by loss-making spirits businesses.
Given the strong demand for ABS spirits, the company will uniquely bypass the traditional and heavily intermediated distribution route and instead sell products through a Direct-To-Consumer (DTC) model through its company-owned DTC distribution platform, Bevmart.
This will facilitate a more intimate, direct relationship with ABS customers which will facilitate both faster delivery and a superior customer experience.
