The Distillers Institute

• From Kitchen Bench to Whisky Pioneer: Rob Auld MD of Auld Farm Distillery shares how they turned a 100-year-old family farm into a whisky haven with a bold “seed to sip” approach and nine grains grown on-site in Southland, NZ. (Episode 3 - Rob Auld)

  In this episode of The Distillers Institute Podcast, host Anne Gigney speaks with Rob Auld from Auld Farm Distillery. Rob shares the story of how their kitchen bench idea in 2015 evolved into a significant distillery in New Zealand, highlighting their unique "seed to sip" approach as both a farm and distillery growing nine different grains. They discuss their product range, including whisky, gins made from origin grain spirits and their popular Usquebaugh. The conversation focuses on the upcoming release of their first single malt whisky in 2025 and the associated crowdfunding campaign. Rob also offers insights into the growth of the New Zealand distilling industry and Auld Farm Distillery's future plans. Support Auld Farm Distillery’s Crowdfunding journey to release their first single-malt whisky! Crafted on-site in Southland, NZ, every bottle follows a true seed-to-sip journey—from grain to glass. A glimpse into the questions Anne posed to Rob Auld: Tell us about Auld Distillery, what you are, how big you are, what you make? Rob explained that Auld Farm Distillery started as a kitchen bench idea in 2015. After a business development course, they formed the company in 2017 and began laying down casks. By April 2021, they had become the third biggest producer in the country, which was not their intention; they simply wanted to make the best products from their own grains. What inspired you to start a distillery, and particularly one focused on grain-based spirits? Rob Auld shared that the inspiration to start a distillery came from his family’s deep agricultural roots and a desire to create something value-added from their farm produce. The idea to focus on grain-based spirits stemmed from exploring innovative and sustainable crops that could offer both environmental benefits and a unique point of difference in the crowded spirits market. He saw the unique grains on their farm as something to explore and picked up the skills and knowledge they needed to create a delicious range of unique whisky blends that captured the region and the farm’s terroir. How does Auld Farm Distillery manage its farm and distillery operations? Rob explains that Auld Farm Distillery's operations are entirely property-based, including growing nine different grains on-site. Malt Barley is their primary grain for single malt production, although unique varieties like purple wheat and black barley are also integrated. Rob highlights both the challenges and excitement of experimenting with these grains to achieve distinctive whisky flavors. Managing the farm alongside distillery operations makes for a busy schedule, handled primarily by Rob and Toni Auld, with assistance from their dedicated team. What is the purpose of Auld Farm Distillery's crowdfunding campaign, and why is this release so special? Rob discusses their crowdfunding campaign on PledgeMe, which aims to raise funds to support the release of their anticipated single malt whisky. This initiative provides supporters the chance to invest in the brand and receive rewards such as whisky bottles, tasting packs, and exclusive seed-to-soup experiences. Rob emphasizes the value of sharing their passion and storytelling with customers and giving people the chance to ‘own a little piece of Auld’s story’. Set for release in 2025, Rob is particularly excited about the exceptional quality and distinctive flavor profile of the single malt whisky. How does the size of the distillery affect production, and what approach does Auld Farm Distillery take to create unique flavors? Rob describes the distillery's compact yet efficient setup, highlighting a daily brew capacity of 500 kilos of grain. They operate two stills—a 1000-litre wash still and a 400-litre spirit still—which enable them to produce rich, flavorful spirits. Rob reflects on the learning curve involved in utilising different grains but stresses that the resulting complex flavors make the process rewarding. The distillery’s fermentation and distillation techniques are specifically tailored to showcase the distinct characteristics of grains grown directly on the farm. What advice would you give to someone looking to start a distillery or a craft spirits business? Rob says those looking to start a distillery or craft spirits business can start small, and experiment extensively to discover unique approaches and flavors. He emphasizes authenticity, urging distillers to share the genuine passion and story behind their brand, which fosters strong emotional connections with customers. Using local ingredients and natural resources helps develop distinct flavor profiles, while maintaining a readiness to learn, adapt, and embrace trial-and-error is crucial. Engaging the community early through initiatives like crowdfunding builds shared ownership and support.      Quotable quotes from our special The Distillers Institute podcast guest Great spirits start with great stories—and ours begins in the paddock – Rob Auld Everything we do at Auld Farm Distillery is grown right here on the property—it's farm to bottle in the truest sense - Rob Auld Crowd funding lets people be part of our story; it's not just whisky, it's a shared passion - Rob Auld We started Auld Farm Distillery on the kitchen bench—now we're one New Zealand's largest distillery’s. That still amazes me - Rob Auld The whisky’s flavor is shaped by everything on farm—the grains, our spring water, even the sunshine and rain. Nature does half the work - Rob Auld People don’t just buy whisky; they buy into the journey and the community behind it - Rob Auld      

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• Brad Wilson of Itinerant Spirits shares his journey from advertising to building a top distillery in Ballarat, producing 1.2M bottles annually and scaling revenue with gin, vodka, and whisky brands in a heritage-listed venue. (Episode 2 - Brad Wilson)

  In this episode of The Distillers Institute Podcast, host Anne Gigney speaks with Brad Wilson, founder of Itinerant Spirits, a distillery based in Ballarat, Victoria. Brad shares his journey from advertising to building a distillery in a heritage-listed venue. He discusses producing gin, vodka, and whisky with a capacity of 1.2 million bottles annually. Brad highlights the importance of storytelling, strategic partnerships, and innovative branding in achieving success. Tune in to explore how Itinerant Spirits is redefining Australia's craft distilling industry. A glimpse into the questions Anne posed to Brad Wilson: What inspired you to set up Itinerant Spirits in a heritage-listed building in Ballarat? Brad Wilson shared that his inspiration for setting up Itinerant Spirits in a heritage-listed building in Ballarat stemmed from his passion for history, heritage, and storytelling. He admired the beauty and durability of old buildings, believing they provide a timeless foundation for businesses. The specific building, a 160-year-old goods shed near the Ballarat train station, offered a rich historical context tied to Ballarat's gold rush era and its vibrant past. This connection allowed Brad to merge modern distilling with the area's legacy, creating a unique destination and narrative for Itinerant Spirits. How did you decide on the scale of your distillery and what factors influenced those decisions? Brad Wilson decided on the scale of Itinerant Spirits by balancing personal aspirations, market goals, and sustainable growth. Transitioning from his smaller, independent venture at Little Lon Distilling Co., he partnered with business associates and secured government grants to achieve a larger operation. The heritage-listed goods shed in Ballarat provided the perfect venue to set up a distillery with a production capacity of 1.2 million bottles annually while starting on a smaller scale. His vision was to meet market demand for high-quality spirits, including gin, vodka, and whisky, while creating a destination distillery experience. This strategic planning allowed for scalability and long-term success. How do you manage distribution, and do you plan for it to change when your whisky is released? Brad Wilson explained that Itinerant Spirits currently manages distribution through a mix of direct sales, independent bottle shops, and partnerships with bars, venues, and hotels. Locally, they focus on building strong relationships in Ballarat and expanding outward to regional Victoria and Melbourne. They recently entered national accounts like Dan Murphy’s and BWS, signaling gradual growth. For their upcoming whisky launch, Brad anticipates adjustments in distribution strategies. With a third product in their lineup, they aim to leverage existing channels while exploring independent distribution or potential partnerships to scale effectively. The goal is to ensure their whisky complements their gin and vodka in market presence and customer reach. How do you approach pricing for your products, considering factors like taxes and market competitiveness? Brad Wilson shared that pricing at Itinerant Spirits is designed to balance market competitiveness, product quality, and operational costs, including taxes like excise duties. Their products are positioned as premium yet accessible, offering a step up from standard options without reaching the high-end luxury price range. While they haven’t increased prices since launching, despite rising taxes and CPI adjustments, they focus on efficiency and sustainability to manage costs. For venues, they explore bulk container options to reduce expenses and remain competitive. This thoughtful pricing strategy ensures their products are attractive to both retail customers and hospitality partners. What’s your advice for someone considering starting their own distillery?Brad Wilson's advice for aspiring distillery owners is to embrace the industry’s innovative and collaborative spirit. He encourages newcomers to focus on creating a unique product with a strong point of difference in a competitive market. Building a compelling story and brand is essential to stand out and connect with customers. He also emphasizes the importance of thorough business planning, including financial strategy, compliance, and permits. Leveraging industry networks, like the Australian Distilled Spirits Association, and seeking advice from experienced professionals can significantly ease the journey. Above all, he recommends diving in with passion and a willingness to push boundaries. Quotable quotes from our special The Distillers Institute podcast guest:Heritage and history breathe life into modern spirits, creating a timeless connection – Brad Wilson A strong story and unique branding are as essential as the product itself – Brad Wilson Scaling a distillery is about balancing ambition with sustainable growth – Brad Wilson Collaboration and complementary skills are the backbone of any successful business – Brad Wilson Innovation is the key to standing out in a competitive spirits market – Brad Wilson  

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• Patrick Maguire’s Journey: From Winning World’s Best Whisky with Sullivans Cove to Launching Maguire & Co Distilling – Crafting Australian Whisky and Expanding Globally with Passion, Innovation, and Expertise. (Episode 1 - Patrick Maguire)

  In this episode of The Distillers Institute Podcast, host Anne Gigney interviews Patrick Maguire, Director and Production Manager of Maguire & Co Distilling. Patrick shares his journey from leading Sullivans Cove to winning the World’s Best Whisky Award in 2014 to opening the doors of Maguire and Co. He discusses the challenges of building a new distillery, his vision for Australian whisky, and plans for global expansion. With decades of expertise, Patrick highlights the importance of a quality approach, innovation, and industry growth. Tune in to hear his insights on crafting world-class whisky and shaping the future of distilling.  What did those 10 years (before winning the 2014 award) look like for you? In the 10 years leading up to SullivansCove’s 2014 World’s Best Whisky Award, Patrick Maguire focused on scaling production, refining whisky quality, and expanding into global markets. Initially, selling Australian whisky was a challenge, but overseas markets, particularly in Europe, proved more receptive. During this time, Patrick and his team learned the importance of selecting the right barrels, refining maturation techniques, and entering whisky competitions to build credibility. They transitioned from struggling to sell whisky domestically to seeing increasing demand both locally and internationally. By the time Sullivans Cove won the award, it had already established a strong reputation, but the recognition significantly boosted the brand and demand. What changes did you see in the Australian whisky industry once the market came online? Once the Australian market embraced local whisky, the industry saw rapid growth, shifting from a niche craft to a globally recognized sector. More distilleries emerged, consumer demand increased, and Australian whisky gained credibility worldwide. Improved distribution, industry associations, and government support also helped distillers scale production and expand. What are some of the biggest changes in the industry that you’ve seen over the years? The Australian whisky industry has evolved from a niche market to a globally recognized player, with more distilleries emerging nationwide. Consumer awareness and demand for local spirits have surged, driving quality and innovation. Improved industry collaboration, government support, and specialized education have strengthened the sector. Additionally, better distribution networks and access to high-quality barrels have enhanced whisky production and market reach. What’s one of the coolest innovations or products you’ve come across in the whisky industry? One of the coolest innovations Patrick Maguire highlighted is the development of advanced Enterprise Resource Planning (ERP) systems for distilleries. These systems track every detail, from grain sourcing to maturation, ensuring consistency and quality. They also help future-proof whisky production by preserving detailed records for decades. This technology streamlines operations, making whisky production more efficient and traceable. What advice would you give to someone looking to open their own distillery? Patrick Maguire advises aspiring distillers to start small and spend wisely, focusing on quality ingredients rather than expensive equipment. He emphasizes the high costs and long wait times before generating revenue, making financial planning crucial. Understanding the market, securing good distribution, and being patient with maturation are key. Lastly, learning from experienced distillers and industry networks can help navigate challenges.     Quotable quotes from our special The Distillers Institute podcast guest: Success in distilling isn’t just about making great whisky—it’s about knowing how to sell it – Patrick Maguire Building a distillery isn’t just about today—it’s about setting the foundation for the next 100 years – Patrick Maguire Every cast tells a different story, and the key is knowing when it’s ready to be shared – Patrick Maguire Whisky making is a long game, and those who plan for the future will thrive – Patrick Maguire The best marketing for whisky is making a product so good that people keep coming back – Patrick Maguire      

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